In May, Pedigree launched its new global positioning, ‘Feed the good’, in Brazil and Australia via a pair of ads premised on the idea that dogs help humans be the best versions of themselves. And now, following on from this, the dog food company has launched a US spot, which was developed by Colenso BBDO in collaboration with BBDO New York. And While the gritty imagery in the Australian spot was bold as far as advertising for pet sustenance goes, the US spot is by far the most contentious in its portrayal of the tension that pervades race relations in the United States.