Pedigree has unveiled its ‘Feeding Brighter Futures’ campaign, pledging to feed one million meals to dogs in re-homing centres across the UK.

The campaign is supported by a fully-integrated campaign led by AMV BBDO with TV personality Paul O’Grady serving as the campaign’s ambassador. As part of the activity ‘Feeding Brighter Futures’ with Pedigree, the brand will become the fully-integrated sponsor of the second series of Paul O’Grady: For the Love Of Dogs, following a deal negotiated by ITV Commercial and Newscast.

A well-executed and emotinal TV advert featuring the story of a rescue dog and his journey to a forever home will also run as part of the campaign.

Johnson & Johnson is an American multinational medical devices, pharmaceutical and consumer packaged goods manufacturer founded in 1886.

Johnson & Johnson’s brands include numerous household names of medications and first aid supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol medications, Johnson’s baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.

Together with TBWA\Chiat\Day, L.A. the company has recently launched a new corporate campaign - For All You Love - It’s beautiful executed and returns to the roots of love and family.

With the new campaign effort, which also includes print and online ads and is backed by more than $20 million in media spending, Johnson & Johnson seeks to turn the page on several years of recalls, lawsuits and management turnover.

Axe is known for its innovation and creativity within advertising, and I have shared several campaigns about the bold brand before.

This time Axe and Mindshare, Belgium have focused on online and television, two media extremely powerful on the target, but above all two very complementary media.

To connect the two media as simple and engaging as possible, Shazam was chosen as the application to cleverly bring more life to the TVC spot and create excitement into the campaign.

The idea might not be as revolutionary as stated in this case, but it would be great to see much more integrated campaigns with valuable and entertaining content. It’s time to move beyond the TVCs with nothing more than just a Facebook url or Twitter Hashtag.