"Dog Dates"

18 May 2018

60s

This charming man.

This charming film draws attention to an extremely worthwhile initiative from dog food makers Pedigree. An elderly man is nervously getting ready to go out and - in tandem - we're also shown a dog being similarly prepared. Moments of synergy in their respective grooming regimes imply they are destined to be paired in some way and so it proves. Nonetheless it's still a surprise when we discover exactly what's going on.

Gosia Faras - who is corporate affairs director for Mars Petcare - said the company created the scheme because of the acute problem of loneliness in our society: "We found through research that over 200,000 older people do not have a conversation with another person in more than a month" and they recognised that "pets can really help people combat feelings of loneliness".

Stink's Wilkins & Maguire have navigated a very careful course here. There are hints that this man has been without companionship for some time but the film isn't weighed down by this, instead it's buoyed by the prospect of the companionship ahead.

This portrayal of canine salvation does more than draw attention to a great scheme though, it reminds us how much our society neglects its older members and - with luck - this initiative and this film will prompt people to make more of an effort with elderly neighbours and relatives.

UK

Pet Food