When Ad Nut sees a dog, Ad Nut's heart rate shoots through the roof, because as far as squirrel-kind is concerned, dogs are murderous beasts, and a fight-or-flight response is hard-wired.
But according to this masterful Pedigree film, the heart rates of dogs and their pet humans slow in a synchronised fashion when they're together, which translates to reduced stress for both.
Ad Nut hasn't done a deep dive into the science that's being shown in the demo, but doesn't need fancy instruments to know that canine-human bonds are strong and beneficial to both parties. For example, the man in the film, Glenn, credits his sheepdog, Lyric, with helping him through three years of anxiety and depression following a work injury.
As part of the campaign, the brand is asking Australians to post photos of their dogs using the hashtag #HeartsAligned on Facebook, and has pledged a $1 donation for each photo to a rescue organisation, Pet Rescue, up to $20,000. The campaign runs until the end of May.
Client: Mars Petcare Australia
Marketing Director: Ben Culliganer
Marketing Manager (Pedigree): Kate Waite
Brand Manager (Pedigree): Jess Hoare
Digital Business Partner Manager: Lachland Martin
Digital Operations Manager: Maree Edwards
Agency: Clemenger BBDO
CEO: Nick Garrett
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creatives: Giles Watson & Joe Sibley
Group Account Director: Bryce Coombe
Account Director: Khia Croy
Account Manager: Charlotte Lang
Planning Director: Michael Derepas
Executive Producer: Sonia von Bibra
Senior Producer: Emma Johnson
Digital Producer: Charlotte Abroms
Print Production: Nick Short
Designer: Jake Turnbull
Digital Designer: Jess Ramsey
Digital Strategist: Sam Hodgson
Social Copywriter: Hugh Gurney
Production: Finch Company
Managing Director / Executive Producer: Corey Esse
Director: Luke Bouchier
Producer: Jackie Adler
DOP: Jordan Maddocks c/o Top Technicians
Editing / Finishing: Jon Holmes
Sound Engineer: Paul LeCouteur, Flagstaff Studios
Can Ad Nut can confide in you, dear reader? Ad Nut is secretly insanely jealous that humans get to enjoy the companionship of dogs. They seem so friendly and kind and loyal and cuddly! Why oh why must they always seek to rend squirrels into bloody shreds whenever they see us?
Stop the presses! A Google search has revealed that there may be hope:
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