Private view: Pedigree's 'Fetch' work may have barked up the wrong tree

Fede Garci

Executive creative director, Huge

This missed the mark for me. The premise states that ‘playing with your dog reduces stress’ and in my humble opinion, while running and playing catch IRL might do it, I doubt playing with your phone can help you in the same way.

The execution is nice though, particularly the integration with Snapchat. It’s easy to imagine dog lovers playing with it, though given the infinity and love dog owners have for their pets, it could have leaned into the chance to ‘personalize’ your dog, so at least the dog you’re playing with looked a bit like yours.

Steve Diamond

Chief Creative Officer, R2C Group

I was excited about this idea for three reasons. I love dogs, I love playing fetch, and I love BBDO. But despite a fully positive predisposition, the experience let me down.

Playing fetch with a dog is one of life’s simple pleasures. But trying to play "Fetch Across the Internet" was not simple nor was it a pleasure. First off, I had to launch YouTube, Facebook, Instagram and SnapChap to try the thing. Since I didn’t have a prior need for Snapchat that meant a download and a sign up. Then, in each platform I mostly just wanted to get to the next. I got to watch a video of a dog that wasn’t mine, view a series of photos of a dog that wasn’t mine and then, in Snapchat, I got to watch a cartoon dog jump up and down. Though I wish the canine avatar looked like my dog, that bit was enjoyable; it gave me an actual moment of play and seeing the pup placed in my environment was fun. Sure, the integration of multiple apps is noteworthy. But it seems to be an innovation in search of a purpose. Kind of like the Segway. Or oat milk. After traveling across the Internet, I didn’t feel satisfied. I didn’t learn anything about Pedigree. And, worst of all, I didn’t get any reward—not even a pat on the head.

Is it a complete dog of an idea? No. More like a dog’s breakfast.