Scared by Colenso BBDO Auckland for Pedigree

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Scared

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Industry Pet Food, Pet Care Products & Services
Media Film, Digital, Interactive & Mobile
Market New Zealand
Agency Colenso BBDO Auckland
Creative Group Head Simon Vicars, André Sallowicz
Executive Creative Director Steve Cochrane
Art Director André Sallowicz
Copywriter Simon Vicars
Production Exit Films
Director Adam Gunser
Released December 2016

Awards

Clio awards 2017
Film Public Service: Commercials (under Thirty [30] Seconds) Silver

Credits & Description

Media: Film
Category: Household, garden & pets
Client: Mars/ Pedigree Adoption Drive
Agency: Colenso BBDO, Auckland
Production: Exit Films
Country: New Zealand
Director: Adam Gunser
Production Company Producer: Declan Cahill
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Creative Group Head/ Art Director: Andre Sallowicz
Creative Group Head/ Copywriter: Simon Vicars
Business Director: Abbi Barker
Planner: Ed Gunn
Head of Broadcast: Jen Storey
Photographer: Will Bailey
Account manager: Alice Sopwith
Group Business Director: Ahmad Salim
Colenso BBDO
Senior Producer Serena Fountain-Jones
Senior Account Manager - Activation & PR - Jaimie Crighton
Executive Digital Producer - Tim Freeman
Digital Producer - Will Thorat
Digital Designer - Dean Pomfrett
Digital Developer - Dave Arcus
Retoucher - Reks Kok
Client - Mars
MARKETING DIRECTOR - Oliver Downs
MARKETING MANAGER: PET - Cormac van den Hoofdakker
BRAND MANAGER: DOG & SPECIALTY - Maria Granados
Sound Design - Franklin Rd
Media Agency - Starcom
Brief Explanation
The commercial begins on a hallway at night. We see lightning flash and hear thunder in the distance. The camera moves down the hallway slowly as a deep American Voice Over talks about how scared the little girl would get during storms. As the camera moves into the bedroom the Voice Over reveals that, as a little girl, the girl was never allowed to sleep in Mum’s bed. The camera pulls wide and we see a big dog snuggled up to mum in bed. Cut to an endframe where a picture frame of the grown up kid is knocked over and replaced by a picture of the dog. The young woman has been replaced.