It’s a fairly well known fact that I don’t give a flying-woop about sports, especially ridiculously over-hyped sporting events like the Super Bowl—I was at the movies during the Super Bowl this year. Even more, the insane cost of advertising during said event is enough to make me wretch. Although, there was a glimmer of sunshine in the deluge of ads this year, but since I don’t pay attention to the ads it had passed me by until today.

I’m talking about Pedigree’s Maybe You Should Get a Dog campaign. The premise being that these folks have exotic pets, like a water buffalo, which they should’ve thought better of and adopted a shelter dog instead. The best part is that for every video that you watch on their website until Monday, February 23, Pedigree will donate an 8 oz. bowl of of food to an animal shelter of their choosing—up to $1 Million Dollars in total retail value.

I’ve been admiring the direction that Pedigree’s taken with their advertising in the last year. Even though I don’t feed PT Pedigree, since it contains corn and he has a sensitive stomach, I do applaud their efforts to raise awareness of shelter dogs and the importance of responsible pet ownership. I swear, every time I hear David Duchovny’s voice over while watching those big baleful eyes peering at me through the dirty wire cages my heart tightens a little. Pedigree’s website has some really good information on adopting and caring for a new pet. I highly recommend checking it out. While you’re there, you can show some love for your own little fuzz-bucket by uploading their photo to the Million Dog Mosaic. We did some time ago and you can find PT by searching for “pt1” in the Find a Dog field. If you’ve uploaded a photo of your pooch I’d love to check it out, so please add it to the comments.

In the mean time watch those videos as many times as you can over the next week.