The copy reads: "Perhaps it's time to turn to Pedigree Light Dog Food". You can't do anything but laugh. A funny idea by TBWA Paris.

Juan Carlos Labbé on Publicidad/BelowTheLine/Marketing blog came up with an excellent saying by marketing guru Seth Godin, which went something like: "Pedigree dog food isn't for dogs. Pedigree is for us." - outlining the basic notion that a dog's happiness with his dog food is rather related to our own. I think this ad nailed it. Same notion applies when you look at some cat food packages: "New improved flavor!" Why, of course! All our scientists agree. Last flavour was a little bland. Another pet-projectable notion directed towards the consumer.

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