Ads that want to make the world a better place (which usually means improving us lot) are the drumbeat of the times, with Dove, Always and all the rest.
Most of these have been female-centric but here’s a different spin on the notion from, of all people, Pedigree Petfoods in its first global campaign from Brazil’s Almap BBDO, ‘First Days Out.’
It’s about ex-prisoners rebuilding their life thanks to dogs.
I don’t know about you but I’m innately suspicious of such high-falutin’ commercial offerings.
Oh sod it, it gets you in the end.
MAA creative scale: 8.