A man takes his dog for a walk. He is in a defensive, borderline hostile mood until he encounters another guy walking his dog. While they have racial and generational differences–and on the surface seemingly very little in common–the men bond thanks to their dogs.
Directed by Lance Acord of Park Pictures, “The Walk” is part of Pedigree dog food’s ongoing global marketing campaign called “Feed the Good. The campaign is based on the simple insight that dogs bring out the good in people and Pedigree brings out the good in dogs.
BBDO New York served as agency on “The Walk.”
This 45-second spot will run primarily on YouTube in addition to Pedigree’s social channels into June.
Credits
Client Mars/Pedigree Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Ketchum, Tom Godici, executive creative directors; Greg Gerstner, Andy Blood, creative directors; Banks Noel, associate creative director; Scott Kelly, art director; Ben Polkinghorne, copywriter; David Rolfe, director of integrated production; Sofia Doktori, sr. content producer; Rani Vaz, head of music production; Crystal Rix, group planning director; Kirsten Flanik, managing director. Production Park Pictures Lance Acord, director; Jackie Kelman Bisbee, Dinah Rodriguez, exec producers; Anne Bobroff, head of production; Caroline Kousidonis, exec producer/producer. Editorial Whitehouse Post Russell Icke, editor; James Donahue, assistant editor; Lauren Hertzberg, exec producer; Alejandra Alarcon, producer. Postproduction CarbonVFX Ben Gibbs, colorist; Matt Reilly, lead Flame; Joe Scaglione, Flame assistant; Frank Devlin, exec producer; Bree Bracket, producer. Music Barking Owl. Audio Post Sound Lounge Tom Jucarone, mixer/sound designer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
