| Titre | Hard To Impress (30s) |
| Agence | Colenso BBDO Auckland |
| Campagne | The Child Replacement Programme |
| Annonceur | Mars, Inc. |
| Marque | Pedigree |
| Mise en ligne | Juillet 2017 |
| Secteur d'activité | Aliments, services et produits pour animaux |
| Synopsis | 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had your parents’ love and attention, and then snaps you out of the reverie by comedically reminding you that you’ve been replaced by a dog.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. |
| Type de média | Télévision |
| Longueur | |
| Maison de production | Exit Films |
| Agence Média | Starcom NZ |
| Directeur de la création | Steve Cochrane |
| Directeur artistique | Andre Sallowicz |
| Concepteur / rédacteur | Simon Vicars |
| Réalisateur | Adam Gunser |
| Producteur, maison de production | Declan Cahill |
| Responsable de budget agence | Alice Sopwith |
| Business Director | Abbi Barker |
| Photographe | Will Bailey |
| Sound Designer | Franklin Road |
| Creative Chairman | Nick Worthington |
| Group Business Director | Ahmad Salim |
| Brand Manager | Maria Parsons (Granados) |
| Planneur | Ed Gunn |
| Marketing Manager | Cormac van den Hoofdakker |
| Marketing Director | Oliver Downs |
| Directeur de diffusion | Jen Storey |
| Producteur | Serena Fountain-Jones |
| Responsable de budget agence | Jaimie Crighton |
| Producteur digital exécutif | Tim Freeman |
| Producteur digital | Will Thorat |
| Digital Design | Dean Pomfret |
| Digital Developer | Dave Arcus |
| Retouche | Reks Kok |
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