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Pedigree Child Replacement Programme “Hard to Impress” 2017

Pedigree Child Replacement Programme “Hard to Impress” (2017) is a Pedigree Child Replacement Programme commercial for Colenso BBDO. It won one award: LIA 2017 Gold — TV/Cinema/Online Film / Campaign.

A father reflects on his son's childhood achievements, realizing how difficult it was to impress him, compared to the simple joy a dog brings with just a "sit down" command.

Video: Colenso BBDO on Vimeo

Shot by shot

  1. A wide shot of a messy teenage boy's bedroom with a bed, dresser, and desk, filled with trophies and sports equipment, seen from a slightly obscured doorway.© Pedigree Child Replacement Programme0:00
  2. A baseball trophy stands on a shelf next to other items, with a window in the background, in a slightly dark room.© Pedigree Child Replacement Programme0:03
  3. A collection of trophies and awards sits on a wooden dresser, illuminated by soft light from a nearby window, showcasing past achievements.© Pedigree Child Replacement Programme0:05
  4. A collection of sports trophies and awards are displayed on a shelf, with soft natural light coming through a window in the background.© Pedigree Child Replacement Programme0:07
  5. A framed photo of a man and a child holding a trophy sits on a wooden dresser next to several sports trophies in a softly lit room.© Pedigree Child Replacement Programme0:10
  6. A framed photo shows a young boy with a 1st place ribbon and trophy, smiling up at a man with a beard and glasses, in an interior setting.© Pedigree Child Replacement Programme0:12
  7. A middle-aged man with a beard, wearing a collared shirt, looks down and then smiles, standing outdoors in front of a house.© Pedigree Child Replacement Programme0:18
  8. A middle-aged man with a beard, wearing a casual shirt, reacts with a surprised, open-mouthed expression in a suburban backyard.© Pedigree Child Replacement Programme0:19
  9. A man in a light shirt and jeans stands in a grassy yard, looking down at a small dog, with a house and trees in the background on a sunny day.© Pedigree Child Replacement Programme0:21
  10. A framed photo of a smiling young man is replaced by a framed photo of a dog on a wooden table, with the Pedigree logo and text appearing on screen.© Pedigree Child Replacement Programme0:23
  11. Pedigree Child Replacement Programme “Hard to Impress”, shot 12© Pedigree Child Replacement Programme0:29

Stills © Pedigree Child Replacement Programme. Made by Colenso BBDO.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Replace your grown-up child with a dog.

Tagline: “When they move out, move on. Adopt a dog.”

childhood memoriesparental prideunconditional loveanimal companionshiphumorous comparison

The cut

Length
30 s
Shots
12
Average shot
2.5 s

What creatives use Pedigree Child Replacement Programme “Hard to Impress” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Pedigree Child Replacement Programme “Hard to Impress”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a messy teenage boy's bedroom with a bed, dresser, and desk, filled with trophies and sports equipment, seen from a slightly obscured doorway.© Pedigree Child Replacement ProgrammeA baseball trophy stands on a shelf next to other items, with a window in the background, in a slightly dark room.© Pedigree Child Replacement ProgrammeA collection of trophies and awards sits on a wooden dresser, illuminated by soft light from a nearby window, showcasing past achievements.© Pedigree Child Replacement ProgrammeA collection of sports trophies and awards are displayed on a shelf, with soft natural light coming through a window in the background.© Pedigree Child Replacement Programme
    Frames from Pedigree Child Replacement Programme “Hard to Impress”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Pedigree Child Replacement Programme “Hard to Impress” in order, with its length, framing and what happens in it.

    A wide shot of a messy teenage boy's bedroom with a bed, dresser, and desk, filled with trophies and sports equipment, seen from a slightly obscured doorway.© Pedigree Child Replacement ProgrammeA baseball trophy stands on a shelf next to other items, with a window in the background, in a slightly dark room.© Pedigree Child Replacement ProgrammeA collection of trophies and awards sits on a wooden dresser, illuminated by soft light from a nearby window, showcasing past achievements.© Pedigree Child Replacement ProgrammeA collection of sports trophies and awards are displayed on a shelf, with soft natural light coming through a window in the background.© Pedigree Child Replacement ProgrammeA framed photo of a man and a child holding a trophy sits on a wooden dresser next to several sports trophies in a softly lit room.© Pedigree Child Replacement ProgrammeA framed photo shows a young boy with a 1st place ribbon and trophy, smiling up at a man with a beard and glasses, in an interior setting.© Pedigree Child Replacement Programme
    Length: 30 s · Shots: 12 · Average shot: 2.5 s

  3. 03Ad ideas: every spot built on a childhood memories

    Before you present an idea, you need to know who has done it, and how.

    Pedigree Child Replacement Programme “Hard to Impress” is built on a childhood memories. Search the library by idea to see every spot that uses it.

    Pedigree “Scared”© PedigreeApple “Heartstrings”© AppleLifeWTR “Bring Art Back to Schools”© LifeWTRBangkok Life Assurance “Superhero”© Bangkok Life Assurance
    Pedigree · Apple · LifeWTR · Bangkok Life Assurance

More from Colenso BBDO

  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026
  • Spark "Play" (2020) commercial still© SparkSpark “Play” 2020Dir. Mark Albiston · Colenso BBDOD&AD Graphite Pencil 2020
  • Pedigree "The Child Replacement Programme" (2018) commercial still© PedigreePedigree “The Child Replacement Programme” 2018Dir. Adam Gunser · Colenso BBDOClio Awards Silver 2017
  • Nintendo Jam Sessions "Sponge" (2008) commercial still© Nintendo Jam SessionsNintendo Jam Sessions “Sponge” 2008Dir. Sam Peacocke · Colenso BBDOLondon International Awards Silver 2008
  • NRMA "Sleeper" (2021) commercial still© NRMANRMA “Sleeper” 2021Dir. Juan Cabral / MJZ · Colenso BBDOLondon International Awards Bronze 2021

Award-winning fmcg commercials

  • Finish "Water Index" (2022) commercial still© FinishFinish “Water Index” 2022Dir. Tarık BayarEffie Awards Grand Prix 2022
  • Pedigree "Hard Man to Impress" (2017) commercial still© PedigreePedigree “Hard Man to Impress” 2017Dir. Adam Gunser · ColensoBBDO, New ZealandSpikes Asia Grand Prix 2017
  • Purina Dog Chow "Every Day" (1996) commercial still© Purina Dog ChowPurina Dog Chow “Every Day” 1996Fallon McElligottEffie Awards Grand Prix 1996
  • Heinz "Mustard x Mustard" (2026) commercial still© HeinzHeinz “Mustard x Mustard” 2026The KitchenEffie Awards Gold 2026
  • Ajinomoto "How Ajinomoto Changed America’s Minds about MSG" (2026) commercial still© AjinomotoAjinomoto “How Ajinomoto Changed America’s Minds about MSG” 2026EdelmanEffie Awards Gold 2026
  • IAMS "Waylon" (2025) commercial still© IAMSIAMS “Waylon” 2025adam&eve\TBWAANDY Awards Gold 2025

Questions

Which agency made Pedigree Child Replacement Programme “Hard to Impress”?

Colenso BBDO created it for Pedigree Child Replacement Programme (2017).

What awards did Pedigree Child Replacement Programme “Hard to Impress” win?

1 awards, including LIA 2017 Gold — TV/Cinema/Online Film / Campaign.

What is the tagline of Pedigree Child Replacement Programme “Hard to Impress”?

“When they move out, move on. Adopt a dog.”

Sources for the credits and awards

liaawards.com