Pedigree Petfoods is trying to create some canine magic with a series of four ads for its Schmackos dog snacks directed by Chris Noonan, the director of talking animal film Babe. In the first of the commercials through Grey Advertising, an unsporty dog is rewarded with one of the Schmacko dried meat strips even though he turns his nose up at a frisbee thrown by his more energetic owner. The 20-second ad will run for a four-week burst as part of Pedigree’s ‘Good reason’ campaign, which tries to persuade dog owners that there is always a good reason to give your dog a treat. The next three ads promote new product launches.

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