Or so goes the hope at the center of pedigree’s new ad campaign. Feed the Good is Pedigree’s new worldwide campaign. Spots designed for the US, Australia, and Brazil will take on serious local issues with a velvet fur glove. For the US spot, personal racial bias is the problem, neatly solved with a wet sloppy tongue kiss.
http://www.youtube.com/watch?v=MEIKZQ6wBZA
If only it were this easy. The critic in me says that the ad is full of dog whistles, from the boys sitting on the curb to the sirens in the background. The dog lover in me knows the power that animals have to break down the walls of social rules we build between ourselves. I want to see a world were we don’t need a dog to see the humanity in others, but until then a little kiss couldn’t hurt.
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Author: Susan X Jane
Susan X Jane, Principal of Navigators Consulting, has over 30 years of experience exploring race and representation in both the public and private sectors. Susan is a transracial adoptee—a Black woman raised in a White family and community—an experience that created an early focus on the way race shapes our concept of ourselves and each other.
Susan has worked to address race and racism as a community organizer, nonprofit program developer, professor of communications, and consultant to corporations and impact-focused institutions. As Principal of Navigators Consulting, she draws on decades of experience to work with organizations in the public and private sectors.
To any who seeks to build a better world, she offers her skills as a teacher, coach, and strategic partner to help create diverse and inclusive environments where the humanity of all is respected and protected.
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