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About

The brief required us to come up with a catchy line for Pedigree that can be associated with the brand and the ad. The idea behind this ad can ve… Read More
The brief required us to come up with a catchy line for Pedigree that can be associated with the brand and the ad. The idea behind this ad can very easily be campaigned into short 20 second ads, with the dog showing up with a new knick-knack everytime. Read Less
Published:
Pedigree
Digging to the UK
Copywriters: Charn Neethling & Christopher Commerford

Art Director: Lesley Preyer
FRAME 1

Visual: Night time. Open on close-up shot of dog flap. Porch light goes on. Dog comes out through flap.

Audio: SFX: Crickets chirping, owl hooting.





FRAME 2

Visual: Shot of dog from behind, digging.

Audio: SFX: Dog digging, crickets chirping





FRAME 3

Visual: Close-up of dog's front paws digging.

Audio: SFX: Dog digging, crickets chirping.





FRAME 4

Visual: Shot of hole from side with tip of dog’s tail sticking out the top. 
           Dirt flies towards camera, covers screen and screen fades to black.

Audio: SFX: Owl hooting, dog digging





FRAME 5

Visual: Cut to morning - hand switching on radio. Hand tunes radio.

Audio: SFX: Radio tuning
          FEMALE NEWSREADER: And finally, news from London.





FRAME 6

Visual: Cut to guy pouring coffee. While drinking and listening to radio, he lazily looks over at the dog 
           and then does a double take.

Audio: FEMALE NEWSREADER:
          The Natural History Museum’s famous brontosaurus skeleton collapsed late last night.





FRAME 7

Visual: Cut to shot of dog sitting next to a massive bone, looking pleased and proud of himself.

Audio: FEMALE NEWSREADER: Police are still looking for the missing femur.
          MUSIC: Rock intro.





FRAME 8

Visual: Cut to shot of bone in Pedigree bowl with dog lying next to it.
          TITLE: Campaign line fades in. Now dogs can go big.

Audio: FEMALE NEWSREADER: Police are still looking for the missing femur.
          MUSIC continues.