| Title | SCARED | 
| Brand | PEDIGREE | 
| Product / Service | DOG ADOPTION | 
| Category | A13. Corporate Social Responsibility | 
| 2 of 3 Campaign | |
| Entrant | COLENSO BBDO Auckland, NEW ZEALAND | 
| Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND | 
| Media Placement | STARCOM Auckland, NEW ZEALAND | 
| PR | IMPACT PR Auckland, NEW ZEALAND | 
| Production | EXIT FILMS Auckland, NEW ZEALAND | 
| Name | Company | Position | 
|---|---|---|
| Nick Worthington | Colenso BBDO | Creative Chairman | 
| Andre Sallowicz | Colenso BBDO | Creative Director | 
| Simon Vicars | Colenso BBDO | Creative Director | 
| Andre Sallowicz | Colenso BBDO | Art Director | 
| Simon Vicars | Colenso BBDO | Copywriter | 
| Ahmad Salim | Colenso BBDO | Group Business Director | 
| Abbi Barker | Colenso BBDO | Business Director | 
| Alice Sopwith | Colenso BBDO | Account Manager | 
| Ed Gunn | Colenso BBDO | Planner | 
| Paul Gunn | Colenso BBDO | PR & Activation | 
| Oliver Downs | MARS NZ | Marketing Director | 
| Cormac van den Hoofdakker | MARS NZ | Marketing Manager - Pet | 
| Maria Granados | MARS NZ | BRAND MANAGER – DOG & SPECIALTY | 
| Mark Delvin | Impact PR | Director | 
| Tim Freeman | Colenso BBDO | Experience Design Director | 
| Will Thorrat | Colenso BBDO | Digital Producer | 
| Dean Pomfrett | Colenso BBDO | Design Director | 
| Craig Thompson | Colenso BBDO | User Experience Architect | 
| David Arcus | Colenso BBDO | Lead Developer | 
| Alex Krivenko | Colenso BBDO | Front-end Developer | 
| Emma Tait | Colenso BBDO | Senior Product and Experience | 
| Serena Fountain-Jones | Colenso BBDO | Senior Producer | 
| Will Bailey | Colenso BBDO | Photographer | 
| Jodi Davis | Colenso BBDO | Senior Mac Op | 
| Reks Kok | Colenso BBDO | Retoucher | 
| Jen Storey | Colenso BBDO | Head of Broadcast | 
| Declan Cahill | Exit Films | Production Company Producer | 
| Adam Gunser | Exit Films | Director | 
| Pete Ritchie | n/a | Colourist | 
The commercial begins on a hallway at night. We see lightning flash and hear thunder in the distance. The camera moves down the hallway slowly as a deep American Voice Over talks about how scared the little girl would get during storms. As the camera moves into the bedroom the Voice Over reveals that, as a little girl, the girl was never allowed to sleep in Mum’s bed. The camera pulls wide and we see a big dog snuggled up to mum in bed. Cut to an endframe where a picture frame of the grown up kid is knocked over and replaced by a picture of the dog. The young woman has been replaced.