Pedigree: For smart dogs

Advertising School: Mudra Institute of Communications, Ahmedabad, India
Art Director / Copywriter: Jagjit Singh

April 2008


LimitedTimeOffer's picture
200 pencils

"Smart Dogs" should provide fertile ground for better ideas than this. Also what's up with the craptastic photoshop job on the post-it note?

vote4pedro's picture
4601 pencils

i'd be impressed if a dog made this ad. unfortunately, i'm pretty sure it was a human.

JAGGY's picture
1382 pencils

But I'm not too sure about you (Pedro!)...

Jaggy, MICA Ahmedabad

TJAY's picture
64 pencils

It's student work FFS, lay off the chopping skills a little!

krautland's picture
3216 pencils

why is this student ad, which was on the critique page in the forum for a while, suddenly on the front page?

it's still lame, you know.

ivan's picture

Some student work gets posted. :)

Rog's picture
6082 pencils

First thought, kids.
Work it harder.

>>>> That's not an ad. THIS is an ad.

partho's picture
46 pencils

Jagjit Singh u shud carry on singing man.dats ur mettle!

capywriter's picture
5509 pencils

Bad photoshop or not, bad insight or not... can someone explain what a post-it with 'Hey! Shoo...' (what does it mean anyway) has to do with smart dogs?

Chris's picture
1985 pencils

this is ahmeda-bad.

JAGGY's picture
1382 pencils

Hi Chris, next time you need a pun on the word bad, here it is. Badvertising.

Jaggy, MICA Ahmedabad

FlyingDogs's picture
968 pencils

Is that YOUR ad or is it a different Jagjit? I remember seeing your blog which said that you're a copywriter with TBWA.

Coming to the ad, I think much, much more could've been done. It's kinda flat, this one.


JAGGY's picture
1382 pencils

Jagjit sirf ek hi hai, ek hi. :) haha. Yes friend, you are right. I used to be in MICA earlier, now I am with TBWA.

Jaggy, MICA Ahmedabad

JAGGY's picture
1382 pencils

Thanks Harshik. I know, long way to go.

Jaggy, MICA Ahmedabad

mikepants2005's picture
504 pencils

Surely 'smart dogs' would piss all over a nice car as they would know that those drivers are idiots.

Shock's picture
14 pencils

Its decent ad

there is an insight...

it's not for nothing they published it on the first page..:) congrats

a lot of ppl wish for tht...

And whts with the bad photoshop comments.. it's a copywriters master-of-two-skills ad.. give sum credit..

yah but instead of Hey shoo..
a warning or some thing would make sence

Hey and shoo the 2 words dont gotogethr

Abraham.Gulf's picture
14 pencils

Not particularly sure about the smart dog angle... one thing you should always remember is the client's positioning...

Pedigree's general aim is to ensure man's best friend stays fit, healthy and happy.

The Aston with a getoutahere does not make the dog smart.

If you do want people to smile, regardless of the angle, go for really tongue-in-cheek, otherwise keep it straight.

And show a happy puppy because whatever you say it's pedigree, so where's the emotional attachment? You do not buy top-line dogfood if it doesn't stir up some emotions.

cheza's picture
100 pencils

Shouldn't the post-it have: "Hey! Shoo!" rather than "Hey! ShoOo..."?

Wordnerd's picture
6692 pencils

shouldn't you be doing something more useful, than writing such comments? no offence, but: jeeeez!

cheza's picture
100 pencils

Well, this is useful, because copy is important in an ad; "Hey! Shoo!" gives the reader/viewer the impression that someone is telling the dog to go away, rather than "Hey! ShoOo..." which entails (to me) that there is no need to "shoo" the dog away.

Wordnerd's picture
6692 pencils

it'n not a capital O in the middle. it's just handwritten.

' "Hey! Shoo!" gives the reader/viewer the impression that someone is telling the dog to go away, rather than "Hey! ShoOo..." which entails (to me) that there is no need to "shoo" the dog away.'

I don't get the big difference, sorry

JAGGY's picture
1382 pencils

Does someone get it?

Jaggy, MICA Ahmedabad

lucciano marisio's picture
lucciano marisio
166 pencils

repetido el recurso


eshishya's picture
12 pencils

Its a nice ad...look forward to more creatives.

sdeepek's picture
59 pencils

Good one has some insight.

Happiness is nothing more than good health and a bad memory
~ deepak

Guest's picture

jaggy boy... after a course with with MICA ur suppoed to be in a better thinktank than this.. nevertheless i've kinda jus had a stint wit mudra kolkata n trust me u guy in TBWA are way ahead of mudra... which one r u in btw... bombay/pune....???

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