Mars dog-food brand Pedigree will tout the virtues of pet adoption in its first-ever Super Bowl advertisement. Pedigree, the third-ranked brand in the $11 billion U.S. market for dog food, says it spends around half its marketing budget on promoting pet adoption. The ad, by Omnicom shop TBWA/Chiat/Day, will offer an offbeat take on what the world would look like without dogs.

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