| Titolo | Hard To Impress (30s) |
| Agenzia | Colenso BBDO Auckland |
| Campagna | The Child Replacement Programme |
| Cliente | Mars, Inc. |
| Marca | Pedigree |
| Posted | Luglio 2017 |
| Settore | Prodotti per la Cura Animali |
| Trama | Colenso BBDO Auckland has launched a humorously blunt campaign for Pedigree that matches abandoned dogs with abandoned parents. The Pedigree Child Replacement Programme encouraging parents to ‘move on’ when their kids move out and adopt a dog. The TVC spots take a whimsical look at heartwarming moments in your past when you had your parents’ love and attention, and then snaps you out of the reverie by comedically reminding you that you’ve been replaced by a dog. The videos drive you to a website, where you can enter the attributes of the child you are replacing in order to find a suitable dog. In the search, you can nominate if your child had long hair or short hair; was sociable or a hermit; active or lazy, and so on. At the end of the process, you’re given a suggested dog, such as ‘Echo’ who “will always be excited to see you and will never be accepted into an overseas university.” You can even replace the stuff your kids left in their room with new stuff for the dog. |
| Tipo di Media | Televisione |
| Lunghezza | |
| Casa di Produzione | Exit Films |
| Media Agency | Starcom NZ |
| Executive Creative Director | Steve Cochrane |
| Art Director | Andre Sallowicz |
| Copywriter | Simon Vicars |
| Director | Adam Gunser |
| Production Company Producer | Declan Cahill |
| Account Manager | Alice Sopwith |
| Business Director | Abbi Barker |
| Photographer | Will Bailey |
| Sound Designer | Franklin Road |
| Creative Chairman | Nick Worthington |
| Group Business Director | Ahmad Salim |
| Brand Manager | Maria Parsons (Granados) |
| Account Planner | Ed Gunn |
| Marketing Manager | Cormac van den Hoofdakker |
| Marketing Director | Oliver Downs |
| Director of Broadcast | Jen Storey |
| Producer | Serena Fountain-Jones |
| Account Manager | Jaimie Crighton |
| Executive Digital Producer | Tim Freeman |
| Digital Producer | Will Thorat |
| Digital Design | Dean Pomfret |
| Digital Developer | Dave Arcus |
| Digital Retoucher | Reks Kok |