Cesar returns to TV screens after five years with 'Love them back' campaign

The advert, directed by Rattling Stick’s Andy McLeod, is set in a European town and follows the relationship between an old man and his little, white Westie.

“The essence of the Cesar brand has always been rooted in a special understanding of the unique relationship between owners and their dogs. In our new campaign we wanted to refresh the brand by capturing this wonderful bond in a heart-warming, yet authentic way. We’re confident that, through real and authentic relationships, the campaign will generate a strong emotional connection with dog owners,” commented Miranda Sambles, UK marketing director Mars Petcare, parent company of Cesar.

The 60” execution will be supported by 40” and 30” cut down versions of the ad, airing nationally for 15 weeks. POS, new packaging and online and social activities will also be employed as part of the promotional campaign.

AMV BBDO creative partner, Mark Fairbanks, added: “If you're a dog person you'll understand that he's not just a pet, he's a proper friend. You talk to him, confide in him, grieve with him. He gives you unconditional love. There's only one dog food you can give to a friend like that.”