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• Pedigree aired their first Super Bowl commercial during the first quarter of Super Bowl XLIII on February 1, 2009. The 30-second comedic ad featured wild animals replacing dogs in everyday life, such as a wild boar sticking its head out a car window and an ostrich chasing a mailman. Although its content is lighthearted, the ad encouraged people to adopt one of the millions of dogs in shelters nationwide.

  Pedigree has pledged to donate one bowl of food to shelters for every view of their Super Bowl commercial or one their behind-the-scenes vignettes on the Pedigree website. The goal is to have 4 million views on the corporate website so Pedigree will be able to say that America helped feed every dog in a shelter for one day.Ad Age: Pedigree Takes a Lighthearted Approach (January 23, 2009)

• Fast Facts

  1. Aired: February 1, 2009 during the first quarter
  2. Network: NBC
  3. Pedigree commercial name: "Crazy Pets"PR Newswire: "Crazy Pets" (January 26, 2009)
  4. Each 30 second commercial cost approximately $3 million dollarsUSA Today: Pedigree to Advertise Good Causes (January 25, 2009)
  5. Approximately 4 million dogs are in United States sheltersAd Age: Pedigree Takes a Lighthearted Approach (January 23, 2009)
  6. Variations of the commercial will run as 30-second or 15-second ad on national TV for approximately three weeks after the Super BowlAd Age: Pedigree Takes a Lighthearted Approach (January 23, 2009)
  7. The commercial was released on January 26, 2009 on Pedigree's corporate websiteAd Age: Pedigree Takes a Lighthearted Approach (January 23, 2009)
  8. Approximately 90 million viewers were expected to watch the 2009 Super BowlUSA Today: Pedigree to Advertise Good Causes (January 25, 2009)
  9. The commercial was developed by TBWA\Chiat\Day, a Los Angeles advertising agency
  10. Directed by TraktorPR Newswire: "Crazy Pets" (January 26, 2009)
  11. All of the animals used in the ad are real, not computer-generatedPR Newswire: "Crazy Pets" (January 26, 2009)
  12. There was an American Humane Association (AHA) representative on-site to supervise filmingPR Newswire: "Crazy Pets" (January 26, 2009) and ensure the safety of the animalsPR Newswire: [http://news.prnewswire.com/DisplayReleaseContent.aspx?ACCT=ind_focus.story&STORY=/www/story/01-26-2009/0004960120&EDATE= "C

• Quote

  • "The Super Bowl is a unique environment and it's our belief that people want to be entertained. The Super Bowl tops the list in ways to reach the maximum number of people with a message in one fell swoop. We've had so much success over the past four years of the campaign... it really does help more dogs get adopted, and inevitably, it's going to better help us communicate to consumers what we stand for."—John Anton, marketing director for PedigreeAd Age: Pedigree Takes a Lighthearted Approach (January 23, 2009)

  
  

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