A Dog’s Life: Pedigree Dog Food’s “A Dog Changes” Campaign

For my final project, I chose a campaign from Pedigree dog food featuring a series of outdoor photos with one person. Most of the photos featured men at the beach, in the mountains, or on a trail. The general effect was one of possible loneliness within a lovely natural setting.

Another photo sat next to the first, identical except for the addition of a dog. The tagline in each campaign ad was something about how having a dog makes life better. The demographic for this ad is probably a nature-loving male, ages 35 to 50.

The Original Ad

Pedigree-Stick-1024x683

Source: http://www.gutewerbung.net/pedigree-bottle-stick-suicidal-ads/

The original ad is subtly clever. In the original image, we see a man holding a stick in response to a stranger approaching. In the second image, the man is holding a stick because he’s playing catch with a dog. The whole atmosphere of the ad completely changes.

The design is subtle and sophisticated. The ad uses vertical lines and a path framed on both sides by trees to draw the eye in. The muted color palette adds to a sense of ambiguity and slight anxiety — is this a menacing situation or is it not?

The text is small and somewhat difficult to read. The whole page arrests the reader’s attention. This is clearly an ad that must be considered to be understood.

I changed the ad below to enlarge the text and left-align it. I also did a reverse-engineer to describe the ad in terms of design, color, and typography.

COMM 111 Mixed Ad Final3

 

The New Ad

alex-klopcic-217426

Source: Unsplash https://unsplash.com/@alexklopcic?photo=5w_VHnJIe6A

I used the image above as the foundation for my new ad. I  removed the dog and added some text. The new ad is consistent with the original campaign. It features a man walking through the landscape on a drizzly day. Horizontal lines and trees in the distance help draw the reader in. I included text to explain how the new ad is consistent with the old.

COMM 111 Mixed Ad Final13

The end result is effective. The design elements, color scheme, and typography are very similar to the original piece.

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