Of late, there has been an influx of pet-related campaigns that focus on the bond between owner and animal in humorous and effective ways. Sheba has just released a campaign that highlights the pains allergic owners go through, despite their affliction to care for pets. Another premium pet food brand, Edgard & Cooper, outlines the need to feed them well for their own health.
They say good things come in threes, so here is another.
To promote the rebrand of parts of British retailer Pets At Home’s business to become Vets for Pets, their ad highlights the various situations that animals get into and the pains that owners go through with them—from destroying furniture to the production of ungodly bodily odors.
There are many burdens when caring for any animal, but the love usually wins through—and that’s what the campaign strongly taps into.
Featuring the new brand identity and creative platform “We’re all for Pets,” the one-minute ad takes the viewer across an assortment of cute pets such as rats, dogs, cats, goldfish and rabbits and situations each are likely to find themselves in. And to help care for them, that’s where Vets for Pets comes in, offering food, bedding, grooming and veterinary services.
All this is highlighted by the strains of Meatloaf’s “I Would Do Anything For Love (But I Won’t Do That).” It’s a potent mix.
Kathryn Imrie, chief consumer officer at Pets at Home, said: “Our purpose as a business is to make the world better for pets and the people who love them, and our new brand expression helps us to demonstrate the breadth of services we offer to do just this.”
She added, “We’re trusted by more Brits than anyone else when it comes to taking care of their pets, and that’s because we share that love and passion that owners have. Our launch campaign is based on real insight and celebrates all of the amazing things we do for our beloved companions, and we’re extremely excited to see it come to life.”
Created by The&Partnership, the campaign is set to run across British TV screens for a two-month period.
“We wanted a film that would punch through in the category. Rather than paint the picture-perfect side of pet ownership, where cats don’t reject food and dogs don’t fart, we wanted to accentuate the truth,” explained Chris Clarke, creative for The&Partnership.