Dogs are man’s best friends — and for some, they may be teachers, too. In Pedigree Philippines’ and BBDO Guerrero’s latest ad, a boy having difficulty learning how to read may have just found the right teacher in a dog.
One of the first skills parents teach their children is reading. Yet, for some kids, learning how to read is a hard and frustrating ordeal. To answer this, Pedigree Philippines proposed a solution in the form of a cute and furry dog.
In the video, the boy struggling to read gradually learned how while having fun with his new pal. Naturally, the dog could not actually “teach” the boy to read, but it provided much-needed companionship. When the boy realised that his four-legged friend seemed to be interested in listening to him read, he was encouraged to continue the activity. Eventually, the boy was showing more skill and confidence in reading with his parents and even by himself.
Pedigree Philippines proved that reading to and with dogs can help children learn how to read and improve their literacy skills. In turn, the brand made sure that its products help take care of these dogs.
The ad was not without research to back up its story. Karen Go, Client Services Director of BBDO Guerrero, explained that the team found studies and evidence indicating that dogs can help children improve their reading skills by providing a relaxed and non-threatening environment. “Studies show that children are more confident and comfortable reading to a dog compared to other people because they know a dog won’t judge them or say they’re wrong. We showed the positive impact of how a dog can do this when we fuel their positive energy with the right food,” she said.
BBDO Guerrero sought to show the positive effects and the good that dogs can bring to the lives of people. Go shared, “we want to show how dogs bring out the good in us, and how Pedigree brings out the good in dogs.”
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Campaign Credits
CLIENT: MARS
PEDIGREE GLOBAL MARKETING DIRECTOR: Dave Griffin
PETCARE SEA MARKETING DIRECTOR: Chaliya Suchato
PEDIGREE MARKETING MANAGER: Kat Kruajaruskul
AGENCY: BBDO GUERRERO
GLOBAL PETCARE LEAD: Carmen Vasile
CLIENT SERVICES DIRECTOR: Karen Go
CHAIRMAN & CHIEF CREATIVE OFFICER: David Guerrero
HEAD OF COPY: Meggy De Guzman
ART DIRECTOR: Michelle Edu
SENIOR ACCOUNT MANAGER: Voltaire Garcia
BROADCAST PRODUCER: Ino Magno (Just Add Water)
PRODUCTION HOUSE: FILM PABRIKA
EXECUTIVE PRODUCER: Ana Fe Manuel
DIRECTOR: Joel Limchoc
DIRECTOR PHOTOGRAPHY: Ber Cruz
PRODUCTION DESIGNER: Richard Somes
LINE PRODUCER: Lei Villena
TALENT CASTER: Charmaine Betudio
PRODUCTION MANAGER: Liza Apuyan
PRODUCTION ASSISTANTS: Joy Orio and Regina Inocencio
POST HOUSE: FILM PABRIKA
ONLINE ARTIST: Chris Cantos
COLORIST: Aurie Anden
COLOR FACILITY: Bare Bones
OFFLINE EDITOR: Bien Felix
MUSIC AND COMPOSER: Keith Merrill
AUDIO POST HOUSE: HIT PRODUCTIONS
SOUND ENGINEER: Tara Lim
VOICE CASTER: Joanne Lim
