Pedigree Dogs When You’re Smiling

Australia is being treated to a TV ad featuring smiling dogs (to the tune of “When You’re Smiling”, promoting Dental Protection with Pedigree Meaty Bites, promoting a new dental kibble for dogs called Dental Protection. The campaign points to the high incidence of dental problems in dogs over the age of three. The question being asked in many homes is “Do dogs smile?” Baring teeth in some cases is an expression of aggression for dogs. But dog trainers, as in this article How To Train A Dog To Smile, tell us that it ain’t necessarily so.

Smiling dog in Pedigree Ad


The Pedigree Smiles campaign was developed at Whybin\TBWA, Melbourne by creative director Scott Whybin, art director Peter Kirwan, copywriter Paul Hastings, agency producer Janine Wertheim, senior account director Hazel Tiernan and account director Kate Silver, working with Pedigree marketing director Dion Workman.

Footage was edited together by Tim Isaacson at MRPPP.

When You’re Smiling was written by Larry Shay, Mark Fisher, and Joe Goodwin, first recorded in 1929 by Louis Armstrong.