Hopeful pet parents have always found creative ways to pitch getting a new furry companion, from elaborate slideshow presentations to songs and grand gestures. adam&eveDDB and Mars brand, IAMS, have given them an AI tool to play with. I Want a Puppy/Kitten Studios uses Google’s Veo 2 video generation model to put everyday Canadians in the director’s chair.
Now Canadians hoping to wheedle their way to a new pet playmate can create personalised and cinematic 60-second films to convince someone in their life to open their home to a new puppy or kitten – that it’s time for one more member of the household.
“From elaborate slideshow presentations to songs and grand gestures, we know the lengths that prospective pet parents go to when pitching the idea of a new pet,” stated Animesh Kumar, marketing director, Mars Pet Nutrition Canada. “Our team wanted to create I Want a Puppy/Kitten Studios to help turn the aspiration of owning a pet into a reality for even more households across Canada. More importantly, we’re excited to bring the benefits of pet ownership to even more pet-loving homes across the country.”
The AI tool produces stunning high-quality films that look and feel real, by allowing users to customise content with details including species (dog or cat), breed, intended name, as well as tailor the message to the aspiring pet parent’s intended audience. It understands real-world physics and movement, making the dream of owning a new pet feel like reality. All of this is done within minutes, so prospective pet parents can spend less time on elaborate pitches, and more time preparing for the new addition to their family.
“All of us have experienced that ‘I want a pet’ feeling – or been subjected to some gentle pressure from a loved one to add a furry family member to the household,” stated Ant Nelson & Mike Sutherland, adam&eveDDB chief creative officers. “By partnering IAMS with Google, and its cutting edge Veo 2 AI technology, we’re helping animal lovers create blockbuster movie-style pitches to help encourage that ‘yes!’ moment and make pet dreams a reality.”
To launch I Want a Puppy/Kitten Studios, IAMS helped one lucky person “pawpose” to his significant other before a recent game featuring Canada’s favorite basketball team. His personalised video played on the Jumbotron for nearly 20,000 spectators and featured the puppy his girlfriend had been dreaming about. adam&eveDDV has also created a mock informercial to promote the Studios.
