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I developed the Pedigree Ad to include women as well to focus the idea more towards feminism. However some feedback received highlighted the controversy with the association of a female dog being known as a 'bitch'. As feminism is such a controversial topic anyway it didn't necessarily matter but perhaps the message wasn't as clear in comparison to the Colgate Ad. However the Pedigree Ad, with just the dogs does visualise the idea in a more subtle way.
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