Friday, January 30, 2009

Pedigree Super Bowl Commercial = Humor with a Noble Cause

 Super Bowl Sunday is still two days away, but more than 46,000 people have already seen the Pedigree Super Bowl Ad on Youtube.

Pedigree launched the ad earlier this week, along with three behind the scenes videos on their Youtube Channel, Pedigreebrand. It's not the only brand launching a pre-emptive campaign. Careerbuilder, Toyota and Doritos are among the other companies posting ads before the NFL championship.
The concept behind the early exposure campaign is simple: Get  people talking about your brand before the game, to maximize the buzz and increase awareness of your brand. Not only do you get the extra exposure online, but you've planted a seed with the viewers who are eager to look the ad their friend was hyping in the breakroom earlier in the week.

Considering the $3 million price tag for each 30 slot, it's no wonder that Pedigree and others are utilizing online networks to maximize their ROI.

Pedigree's commercial scores on two major emotional elements: Humor and compassion.
The ad shows frustrated owners of exotic pets, with scenes of a runaway ostrich, a boar stinking up the family car's backseat, a rhino charging through the owner's living room and a bull that has no intention of playing frisbee.  It ends with a simple message:

Maybe you should get a dog. The Pedigree Adoption Drive. Help us Help Dogs.

By Matt O'Hern at 11:23 AM | Comments (0)

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