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Pedigree “Good Dog Bad Dog” 2013

Pedigree “Good Dog Bad Dog” (2013) is a Pedigree commercial directed by thirtytwo for AMV BBDO, produced by Pulse Films. It won one award: Epica 2013 Silver Food.

A scruffy, neglected dog's life transforms from despair to joy after being rescued and adopted by a loving family, highlighting the importance of good care.

Video: Pedigree UK on YouTube

Shot by shot

  1. An aerial view of a small, fenced-in backyard with a dog standing near a house, looking around on a cloudy day.© Pedigree0:00
  2. A man in a dark t-shirt looks out a window, pulling back a lace curtain in a dimly lit kitchen.© Pedigree0:04
  3. A scruffy, brown dog with matted fur is seen defecating in a dirty, narrow alleyway next to a brick building.© Pedigree0:06
  4. A scruffy, wet, brown dog with matted fur looks down sadly, standing in a dirty, light-colored room.© Pedigree0:10
  5. A female animal control officer with short brown hair and a black jacket looks concerned while standing outside a house.© Pedigree0:16
  6. A dirty red dog bowl with scraps of food and two bones lies on a wet, muddy ground, suggesting neglect.© Pedigree0:23
  7. Two women, a vet and a dog owner, examine a scruffy brown dog with a bandaged leg on a metal table in a sterile vet's office.© Pedigree0:29
  8. A scruffy brown dog with a white muzzle sleeps soundly in a soft, green dog bed, bathed in warm sunlight indoors.© Pedigree0:34
  9. A scruffy brown dog with a black collar sits attentively in a grassy park on an overcast day.© Pedigree0:39
  10. A golden retriever dog runs quickly across a grassy field with trees and a building in the background on an overcast day.© Pedigree0:40
  11. A scruffy brown dog peeks over the back of a car seat, looking directly at the camera with a slightly open mouth.© Pedigree0:45
  12. A golden-brown dog runs away from the camera, under a wooden dining table, in a bright, sunlit home.© Pedigree0:48

Stills © Pedigree. Made by AMV BBDO, Pulse Films and thirtytwo.

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

The idea

Contrast a dog's neglected life with its happy, adopted life.

Tagline: “Feeding Brighter Futures”

animal rescuerags to richesbefore and aftervoice-over narrationemotional transformationfound family

The cut

Length
60 s
Shots
33
Average shot
1.8 s

What creatives use Pedigree “Good Dog Bad Dog” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Pedigree “Good Dog Bad Dog”? 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.

    An aerial view of a small, fenced-in backyard with a dog standing near a house, looking around on a cloudy day.© PedigreeA man in a dark t-shirt looks out a window, pulling back a lace curtain in a dimly lit kitchen.© PedigreeA scruffy, brown dog with matted fur is seen defecating in a dirty, narrow alleyway next to a brick building.© PedigreeA scruffy, wet, brown dog with matted fur looks down sadly, standing in a dirty, light-colored room.© Pedigree
    Frames from Pedigree “Good Dog Bad Dog”

  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 “Good Dog Bad Dog” in order, with its length, framing and what happens in it.

    An aerial view of a small, fenced-in backyard with a dog standing near a house, looking around on a cloudy day.© PedigreeA man in a dark t-shirt looks out a window, pulling back a lace curtain in a dimly lit kitchen.© PedigreeA scruffy, brown dog with matted fur is seen defecating in a dirty, narrow alleyway next to a brick building.© PedigreeA scruffy, wet, brown dog with matted fur looks down sadly, standing in a dirty, light-colored room.© PedigreeA female animal control officer with short brown hair and a black jacket looks concerned while standing outside a house.© PedigreeA dirty red dog bowl with scraps of food and two bones lies on a wet, muddy ground, suggesting neglect.© Pedigree
    Length: 60 s · Shots: 33 · Average shot: 1.8 s

  3. 03Ad ideas: every spot built on a animal rescue

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

    Pedigree “Good Dog Bad Dog” is built on a animal rescue. Search the library by idea to see every spot that uses it.

    NRMA Insurance “Help is who we are”© NRMA InsuranceAnimal life “Karma”© Animal lifeDB Cargo “DB Cargo - NOAH”© DB CargoHundstallet “Dog’s Best Friend”© Hundstallet
    NRMA Insurance · Animal life · DB Cargo · Hundstallet

More commercials by thirtytwo

More from AMV BBDO

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Who directed the Pedigree “Good Dog Bad Dog” commercial?

thirtytwo directed it, produced by Pulse Films, for the agency AMV BBDO.

Which agency made Pedigree “Good Dog Bad Dog”?

AMV BBDO created it for Pedigree (2013).

What awards did Pedigree “Good Dog Bad Dog” win?

1 awards, including Epica 2013 Silver Food.

What is the tagline of Pedigree “Good Dog Bad Dog”?

“Feeding Brighter Futures”

Sources for the credits and awards

winners.epica-awards.com