Mars Petcare has launched a 15-week TV ad campaign for its dog brand Cesar and will support it with point of sale materials, new packaging and online activities.                     

Created by AMV BBDO, the new campaign will encourage dog owners to ‘love them back’, and it's the first Cesar TV advert for five years. 

Directed by Andy McLeod, from Rattling Stick, the advert is set in a European town, and portrays the loving relationship between an old man and his Westie. The main message is that feeding Cesar is one of the ways the old man can repay his faithful little companion for unconditional friendship and love.

Miranda Sambles, UK Marketing Director Mars Petcare, said: “The essence of the Cesar brand has always been rooted in a special understanding of the unique relationship between owners and their dogs.

"In our new campaign we wanted to refresh the brand by capturing this wonderful bond in a heart-warming, yet authentic way. We’re confident that, through real and authentic relationships, the campaign will generate a strong emotional connection with dog owners.”

Mark Fairbanks, Creative Partner AMV BBDO, said: “If you're a dog person you'll understand that he's not just a pet, he's a proper friend. You talk to him, confide in him, grieve with him. He gives you unconditional love. There's only one dog food you can give to a friend like that.”

The 60-minute TV ad ‘Journey’ will be supported by further 40-minute and 30-minute cut-down versions and will air nationally for 15 weeks.