https://www.youtube.com/watch?v=hkDTNniSF9w
Pedigree’s great, emotional Dark to Light ad is timed for Blindness Awareness Month. It features someone who suddenly goes blind and her guide dog. More via Adweek:
The video, made by BBDO, packs a lot of tension and suspense into three minutes. Oleksa’s initial fear and panic after going suddenly blind feel very immediate thanks to the emphasis of sound over visuals, and we don’t see whole scenes until her guide dog, Bryce, arrives.
More attention is paid to the emotional support Bryce offers than anything else—an often-overlooked benefit of guide animals. And its effect on Oleksa gives this video a lot of heart. Rather than just make a feel-good piece, BBDO and Pedigree unspool Oleksa’s narrative arc rather gracefully, even as the video makes it clear that she’s still learning how to live independently.
Credits:
Advertising Agency: BBDO, New York, USA
Chief Creative Officer: David Lubars
Chief Creative Officer: Greg Hahn
Executive Creative Directors: Greg Ketchum, Tom Godici
Creative Directors: Banks Noel, Greg Gerstner
Associate Creative Director: Eduardo Petersen
Senior Copywriter: Steven Schroth
Executive Producer: Regina Iannuzzi
Producer: Katie Schad
Head of Music Production: Rani Vaz
President: Kirsten Flanik
Senior Account Director: Sally Nathans
Account Director: Elizabeth Kelberg
Account Executive: Taylor Wesley
Production Company: Public Record
Executive Producer: Jeremy Yaches
Producer: Jason Goldman
Directors: Nathan Caswell, Jeremiah Zagar, Khyber
Director of Photography: Julian King
Editors: Nomad Editorial
Colorist: The Mill- Fergue McCall
Music Composer/ Sound Design: Stimmung
Audio: Sound Lounge