Is Pedigree’s new ‘dog rescue’ campaign just another example of the UK’s conflicted doggy emotions?

All advertisers like to be on the side of the angels so Mars-owned Pedigree Petfoods is donating a million ‘free’ meals to rescued dogs this year.

And here’s the appropriately gritty AMV/BBDO ad to launch the campaign.

The campaign also includes sponsoring Paul O’ Grady’s ‘For The Love of Dogs’ ITV show; which some might see as another example of the appalling sentimentality about animals in the UK which leaves mutts adrift when the ‘love’ wears off.

Hmm. Why don’t they just give £10m to dog’s homes?