Dogs End Racism!

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.

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.

Susan X Jane

Susan Jane thinks a lot about media and race…a lot. She teaches Communications at Wheelock College, writes and speaks about media…and race... and generally encourages everyone she meets to think about the way media shapes their sense of self and their ideas and beliefs about the world. If you're reading this, she wants you to think about it too. Want to talk about it? Let's go.

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