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.