Just in time for National Adopt a Shelter Pet Day (Sunday, April 30) and National Pet Month (May), the Pedigree brand has released a new video, “Pick Me,” which shows the other side of pet adoption, shedding light on how adopting a dog is mutually beneficial for both the dog and its new family.
We see different people, each in an individual cage, going about their daily lives, being bogged down by the mundane, or obsessing over a videogame, or chained to a smartphone–living in isolation while focusing on a glowing handheld device or laptop computer.
Suddenly, though, the mood is broken and a true warmth and excitement is felt when a dog walks into the room. In a poignant role reversal, the pooch is at the pound to pick his new pal/owner.
We see the power of the dog to uplift human spirit, particularly when a woman is freed from her cage to go home with the canine.
A three-part supered message simply reads: “Sometimes you need a dog/as much as a dog needs you./Adopt”
Aaron Stoller of Biscuit Filmworks directed for BBDO New York.
CreditsClient Mars/Pedigree Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Greg Ketchum, Tom Godici, executive creative directors; Greg Gerstner, sr. creative director; Banks Noel, creative director; Dave Rolfe, head of integrated production; Diane Hill, executive producer; Rani Vaz, head of music production. Production Biscuit Filmworks Aaron Stoller, director; Peter Deming, DP. Editorial Work Editorial Ben Jordan, editor. Audio Post Heard City Evan Mangiamele, mixer. Music Screen Sound Alliance Robert Miller, composer. Sound Design Barking Owl Morgan Johnson, sound designer. Telecine Company 3 Tom Poole, colorist. VFX/Finish The Mill Mikey Smith, conform artist.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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