Write a short summary of what happens in the film

Pedigree ‘Baby Steps’ lovingly convinced people to delay their parenting plans, and adopt a dog instead. The campaign launched with a series of films featuring exchanges between new ‘parents’ where one party, unbeknownst to the other, is referring to their dog-child instead. In ‘Club’, a conversation unfolds on the dancefloor, where one couple admits to having left their baby at home – much to the dismay of another couple who responsibly organised a babysitter for their child. As the film continues, the neglectful couple redeem themselves the moment they’re reunited with their baby – who turns out to be a dog. With this context, all of their nonchalance is forgiven, and the advantages of dogs over babies become clear. That’s when the viewer is invited to Take A Baby Step Into Parenting, and start their family, with a dog.

Cultural / Context information for the jury

Millennial couples were starting families later than any other generation in history. So we helped them. We saw the anti-baby boom for what it was; a great opportunity for dog adoption. That’s why we created a life-stage between life-stages. One that offered the young couples a baby step into parenting, with all the advantages of a child, but far fewer drawbacks. Be it pressure from the in-laws, a love of freedom, or simply not being ready, we turned their parenting hesitancy into the perfect excuse to adopt a dog. Couples became families, houses became homes, shelter dogs became loved dogs. And babies waited their turn. Parenthood, schmarenthood.