With PAW Patrol maintaining its position as the #1 preschool property across Europe, Paramount’s goal is to evolve the brand’s perception among parents, positioning it not just as a show their kids love, but as a supportive partner in everyday parenting. This campaign, titled "PAW Patrol To The Rescue," aims to bridge the gap between entertainment and practical value by creating a live-action brand spot that subtly integrates consumer products while highlighting how the brand helps parents navigate common preschooler challenges with positivity, teamwork, and fun.
With growing competition from more parent-focused preschool brands, Paramount needed to shift PAW Patrol’s perception from just a show kids love to a brand that supports parents, too. They asked us to help communicate this evolved positioning through a brand ad that would emotionally resonate with families and subtly feature consumer products without feeling overtly commercial.
Our central idea was built on the insight that parenting is filled with small but meaningful milestones, from brushing teeth and making new friends to bedtime routines. These moments are when young children take steps toward independence, and where PAW Patrol can be a trusted, comforting presence. We designed the creative around the core thought that PAW Patrol is “there for every moment,” not just on screen, but in daily life.
We developed a 30” hero live-action spot and cutdowns that follow a preschooler’s day, told in a gentle, observational style. Each scene, whether a morning routine, playdate, or bedtime wind-down, was crafted to showcase relatable parenting moments, with PAW Patrol products naturally woven into the background of the story. No overt sales, no dialogue—just real emotion and a warm visual tone.Great casting allowed us to focus on natural chemistry and let a perfectly simple smile carry the warmth and authenticity we needed to connect with parents.
Shot in a single house location across one day, we maximised production value while ensuring consistency across markets. We used non-verbal cues and universal moments to make the content easily localisable. The result is a flexible creative, which can be adapted with localised end cards and deployed globally.
We delivered a suite of emotionally resonant, globally adaptable assets, including a 30” hero film, cutdowns, and static imagery. The creative successfully reintroduced PAW Patrol as a trusted parenting ally, positioning the brand at the heart of everyday family moments. By blending heartfelt storytelling with subtle product presence, the campaign gave Paramount a versatile, parent-facing brand narrative ready for rollout across key markets.
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