Mars Petcare Brand Launches NEW “Hero-ish” Campaign

The campaign highlights the big personalities of small dogs and the superpowers they think they have, hence “hero-ish.” Creative agency BBDO NY developed a suite of new assets for the campaign, including a digital comic book, two 15-second online videos and a Snapchat lens and filter

Today, the PEDIGREE brand released a digital comic book that highlights the big personalities of small dogs. The comic book, entitled “The League of Hero-ish Small Dogs,” features a group of small dog friends who each have their own “hero-ish” qualities that they use to save the day.

The comic book, called “The League of Hero-ish Small Dogs,” stars small dog influencers Coco and Cici the MalteseBertie the PomeranianMaya the Mini Dachshund and Ducky the Yorkie. The story follows these dogs using the superpowers they think they have – which the brand is calling their “hero-ish” qualities – to save the day.

The two new online videos are called “Unintimidator” and “Underestimator” and use both animation and live-action sequences to bring the “hero-ish” campaign idea to life.

The Snapchat lens allows pet owners to see what superpowers their small dogs think they possess and the Snapchat filter puts people and their pets right inside a comic.

“Anyone who has met a small dog knows that their personalities are not proportionate to their size,” said Craig Neely, Vice President of Marketing at Mars Petcare. “Whether they think they’re rescuing their human from the ‘evil’ mailman or hypnotizing them with their puppy-dog eyes, all small dogs have this superhero complex, which we’ve aptly named ‘hero-ish.’ The PEDIGREE brand’s new comic book celebrates those hero-ish qualities that we love about our little furry friends.”

“The League of Hero-ish Small Dogs” is made up of some fan-favorite pups, including Coco and Cici the MalteseBertie the PomeranianMaya the Mini Dachshund and Ducky the Yorkie. In the comic book, Coco and Cici’s parents are leaving the house without them, so the petite pups use their hero-ish skills to help get their friends in the car with their humans where they belong…or so they think.

With the release of the comic book, the PEDIGREE brand is also kicking off the Hero-ish Small Dog Contest, where dog owners across the country can share the superpowers their small dogs think they have for a chance to have their pups featured in the next edition of “The League of Hero-ish Small Dogs” comic book. The contest is open for entries now through March 26, 2021.

To read the “The League of Hero-ish Small Dogs” comic book or to enter to win the Hero-ish Small Dog Contest, visit or follow along on the PEDIGREE brand’s FacebookInstagram and Twitter channels.



CCO Worldwide: David Lubars

CCO North America: Greg Hahn

Executive Creative Director: Peter Kain

Executive Creative Director: Gianfranco Arena

Creative Director / Art Director: Carolyn Davis

Creative Director / Copywriter: Matthew Page

Director of Integrated Production: David Rolfe

Executive Producer: Amy Wertheimer

Integrated Executive Producer: Kate Young

Senior Producer: Danielle Amico

Integrated Producer: (Snap lens) Philip Peker

Planning Director: Karin Santiago

Comms Planning Director: Brian Brydon

Snr Account Director: Sally Nathans

Account Director: Elizabeth Maini

Account Manager: Isabel Pluck

Account Executive: Chelsea Berk


Production Company: Caviar

Director: Benjamin Mège

DP: Giles Dunning 

Line Producer: Rebecca Donaghe

Editorial: Loom

Editor:  Sean U’ren,

Animation: Titmouse Inc.

Executive Producer: Chris Prynoski and Ben Kalina
Creative Director / Ink & Color: Simón Wilches-Castro
Producer: Will Feng
Comic Book Illustration: Mark Pacella
Color Assistant: Carl Aspuria
Letters: Dezi Senty

Snapchat Lens Developer: Snap Inc.

Creative Producer: Taylor Donaldson, Victoria Kao

Sound: LimeBeat

Music: Randy Lee, Aaron Paul Low

Sound Design:  Mattias Murhagen

Source: Pedigree

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