DAVID reviews

4 October 2017

Pets At Home: The Anti Food Porn

by Syd Briscoe


Pets At Home: “Secret Recipes Revealed” - 60s

Pets At Home have launched a campaign to encourage pet owners to check the ingredients in their furry friends' food. This nauseating film starring celebrity farmer Jimmy Doherty certainly gets the point across... if you're eating, look away now.

Presented like a cooking show, Doherty whips up a batch of dog-friendly 'chicken dinner'... although it's not so dog-friendly. The pooch pellets are comprised mainly of starches and mysterious bulking-out items, with chicken making up a stunningly low 4% of the meal.

Doherty is a good choice of presenter, delivering his lines in a brisk, personable style which echoes celebrity cooking programmes well. The ingredients are presented with a gross attention to detail, inspiring a wince of revulsion at every addition. This is sure to inspire dog lovers to screen their pup's kibble more carefully in future.


Creative Agency: krow
Creative Director: Tim Robertson
Creative: Ed Shore / Tristan Marshall
Senior Acc Handler: Emma Christmas
Account Manager: Jo McClatchey
Senior Planner: Matthew Watts
TV Producer: Sushi Tester
Film Production: Another Film Company Ⓟ Ⓦ
Cinematography: Simon Weekes
Editor: Scot Crane @ The Quarry Ⓦ
Post Production: Absolute Post Ⓦ
Sound Design: Jim Griffin @ Jungle Ⓦ
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