Pedigree Film General Howe’s Dog by BBDO New York

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General Howe’s Dog

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Industry Pet Food, Pet Care Products & Services
Media Film
Market United States
Agency BBDO New York
Chief Creative Officer David Lubars, Greg Hahn
Associate Creative Director Bianca Guimaraes
Executive Creative Director Tom Godici, Greg Ketchum
Creative Director Greg Gerstner, Kevin Mulroy, Banks Noel
Art Director Bianca Guimaraes
Production Biscuit Filmworks
Director Noam Murro
Released April 2017


One Show 2018
Branded Entertainment Broadcast / Short Form - Single Silver

Credits & Description

Pedigee launched the latest installment in its two-year-old, award-winning "Feed the Good"campaign, which serves to illustrate how dogs bring out the good in people. The film, created by BBDO New York, re-creates the true story of American revolutionary soldiers finding their sworn enemy British General William Howe's dog wandering in their camp after their crushing defeat at the battle of Germantown.
Media: TV
Category: Household, garden & pets
Brand: Mars Petcare / Pedigree
Corporate Name of Client: Mars Petcare
Agency: BBDO New York
Production: Biscuit Filmworks
Country: United States of America
Director: Noam Murro
Chief Creative Officer: David Lubars
Chief Creative Officer: Greg Hahn
Executive Creative Director: Greg Ketchum
Executive Creative Director: Tom Godici
Senior Creative Director: Greg Gerstner
Creative Director: Banks Noel
Creative Director/ writer: Kevin Mulroy
Associate CD / Art Director: Bianca Guimaraes
Executive Producer: diane hill
DoP: Peter Deming
David Rolfe, Head of Integrated Production
Rani Vaz, Head of Music Production
Sally Nathans, Senior Account Director
Elizabeth Kelberg, Account Director
Michael Miles, Account Executive
Annemarie Norris, Group Planning Director
Sean Stogner, Communcniations Planning Director
Emily Rydin, Communications Planning Director
In 2016, Pedigree launched a campaign, “Feed the good”, based on the simple yet universal insight that the lovable innocence of dogs makes us better people. We were tasked to build upon the campaign platform to further reinforce the brand message with consumers and reach Pedigree’s audience.
To demonstrate how dogs bring out the good in us, we launched an inspirational and touching film re-creating the true story of the American Continental Army finding their enemy’s lost dog wandering through their camp during the Revolutionary War. Rather than using it to exact revenge, American General Washington decides to return the dog to its owner, and his sworn enemy, British General William Howe.