The Pedigree Brand Brings 'Crazy Pets' to This Year's Super Bowl Party

Pet Food Brand Airs First-Ever Super Bowl Ad to Encourage Adoption

NASHVILLE, Tenn., Jan. 26 /PRNewswire/ — Super Bowl XLIII is going to the dogs. Well, sort of. While the top two NFL teams will battle it out on the gridiron, PEDIGREE(R) Food for Dogs will join the ranks of advertising elite with the airing of a new spot called “Crazy Pets.” The ad will air during the broadcast of the game on February 1, 2009 and marks the brand’s first foray into the Big Game.


Developed by ad agency TBWA\Chiat\Day Los Angeles and directed by Traktor, the 30-second spot can be seen during the first quarter of Super Bowl XLIII. The creative concept takes typical family scenarios that involve dogs and replaces them with other, unusual animals ranging from a water buffalo to a boar, to an ostrich. At its core, the ad celebrates the brand’s love of dogs and emphasizes how much better life is with a dog in it.

“Everything we do at Mars Petfood U.S., the makers of PEDIGREE(R) food for dogs, is based on our love of dogs and we believe the Super Bowl provides us with the perfect platform to celebrate this sentiment,” said John Anton, Marketing Director of the PEDIGREE Brand. “Dogs make great pets and our goal with the spot is to get anyone who is thinking, ‘maybe I should get a dog,’ to consider adoption.”

The airing of the spot ties into The PEDIGREE(R) Adoption Drive, an annual fundraising and awareness campaign the brand created five years ago as a means to shine a spotlight on the cause of dog adoption. To date, The PEDIGREE(R) Adoption Drive has raised nearly five million dollars for the more than four million dogs that, through no fault of their own, end up homeless each year.

The fifth annual PEDIGREE Adoption Drive will run over the course of the year with the hope of raising two million dollars for The PEDIGREE Foundation, a non-profit organization that benefits shelters and breed rescues nationwide. Dog lovers who want to get involved can make a donation at

“Crazy Pets” will air nationally following its debut during Super Bowl XLIII, and starting on January 26, 2009, can also be viewed at, along with behind-the-scenes vignettes featuring the “crazy pet owners” from the commercial.

Additionally, for each view of the “Crazy Pets” spot or behind-the-scenes vignettes between January 26, and February 23, 2009, PEDIGREE(R) Brand will donate eight ounces of dry PEDIGREE(R) brand food for dogs to animal shelters, up to a total of $1,000,000*.

All of the animals used in the ad are real and not computer-generated imagery. A representative from the American Humane Association (AHA) was on-site to supervise filming and ensure none of the animals were harmed.

To view the “Crazy Pets” ad and vignettes or make a donation to help homeless dogs, visit

*Beginning January 25, 2009 through February 23, 2009, for every PEDIGREE(R) Brand “Crazy Pets” video viewed via,, Yahoo Superbowl Ad Page or You Tube Ad Blitz and You Tube PEDIGREE(R) branded channel, and for every PEDIGREE(R) Brand “Shake & Bark” iPhone application downloaded, PEDIGREE(R) Brand will donate 8 oz. of PEDIGREE(R) Brand Dry Food for Dogs to animal shelters selected by PEDIGREE(R) Brand, up to a total of $1,000,000 (aggregate retail value).

About PEDIGREE(R) Brand

PEDIGREE(R) Brand is the number one brand of dog food in the world, offering a wide variety of products for different dog life stages. As an innovative market leader, PEDIGREE(R) Brand is at the forefront of pet nutrition and understands pet owner needs by providing a range of innovative products and resources.

About The PEDIGREE Foundation

The PEDIGREE Foundation is newly-established 501(c)(3) private foundation dedicated to helping dogs in need find loving homes by supporting the good work of shelters and breed rescue organizations throughout the country. Make a tax-deductible donation online or to apply for a grant, log onto All donations go directly to help us help dogs.

About Mars Petcare U.S.

Mars Petcare U.S. is the U.S. pet care operations of Mars, Incorporated, one of the world’s leading food manufacturers. Headquartered in Franklin, TN, Mars Petcare U.S. employs more than 6,000 associates in the United States, with 22 facilities nationwide and owns some of the world’s favorite pet care brands, including PEDIGREE(R) Brand Food for Dogs, CESAR(R) Canine Cuisine, WHISKAS(R) Brand Food for Cats, SHEBA(R) Brand Food for Cats and THE GOODLIFE RECIPE(R) Brand

About Mars, Incorporated

Mars, Incorporated is a family-owned company that produces some of the world’s leading confectionery, food and petcare products and has growing beverage and health & nutrition businesses. The confectionery division offers a wide range of products that include chocolate, gum, mints, hard and chewy candies. Headquartered in McLean, Virginia, Mars operates in more than 70 countries and distributes its world-famous brands in more than 180 countries. Mars employs more than 65,000 associates worldwide. The company’s global sales are over $27 billion annually.