Pedigree tugs heartstrings with global ‘First Days Out’

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.