The UK campaign has been created for the petcare manufacturer's flea and worm protection products Drontal and Advantage, and first airs on TV today (Monday). Pegasus had worked with Bayer on PR briefs for several years, and was then asked to pitch for this work against several ad agencies.
Titled The Inseparables after the boy and dog protagonists of the campaign, it plays on the social media trend of people recreating childhood photos, this time with the addition of faithful pet, to the soundtrack of a re-recording of Rufus Thomas' 1963 hit Walking the Dog.
The campaign will run on a variety of other channels, including social, digital display, a new website and a stand at Crufts.
The campaign was devised in-house by Brighton-based Pegasus in collaboration with Bayer, and the central film was shot in Cape Town and produced by film production company Great Guns.
Pegasus creative director Stuart Hehir said: "The Bayer Animal Health team has shown great faith and trust in us to create a campaign that is ambitious, truly integrated and different from anything that’s gone before in this sector.
"The fact that ‘The Inseparables’ has been devised, developed and will be delivered through our in-house team is also a massive testament to just how far Pegasus has evolved."
Vicky McAlister, senior product manager at Bayer Animal Health, commented: "In 'The Inseparables' we believe we have landed on a fun and exciting campaign platform that will not only deliver on both counts, but will also be seen by the category as setting a new bar for integrated communications campaigns."