Has Maximum Effort created the best coronation campaign? Ryan Reynold’s agency has seized the opportunity to highlight an important cause for PetSmart, with Dana Carvey reprising his wonderfull witty impersonation of King Charles 111.
The campaign urges people not to buy a commemorative King Charles spaniel on coronation day (Charles has one), but rather to adopt a dog through PetSmart Charities.
The social media campaign was inspired by flurries of demand for dog breeds triggered by popular movies and television shows. There was apparently an increase uptick in purchases of dalmatians tied to the release of the movie and animated TV series, 101 Dalmations in the ‘90s, for example. When people buy dogs based only on pop culture moments, animal welfare organisations say these dogs are surrendered to shelters when people discover the breed isn’t the right fit for their family or their lifestyle.
More than 5 million pets enter shelters each year, and today they’re staying longer. This has led to severe overcrowding and a strain on resources for shelters, rescues and animal welfare organisations. PetSmart Charities encourages families to consider adoption and talk with shelters and animal welfare organisations that can help them find the perfect match. This simple decision can save the life of a shelter pet.
“With millions of adoptable pets in need of homes, we knew we needed to think big to draw attention to this pressing issue,” stated Aimee Gilbreath, president of PetSmart Charities. “There are few moments bigger than the coronation of a new king, and there is an urgent need for people with big love and a little extra space in their homes to adopt a new best friend. We’re excited for the opportunity to get more pets adopted into loving homes so families can experience the mutual benefits of caring for a pet.”
“Dogs make our lives better in innumerable and unforgettable ways, so we wanted to take this moment to hopefully make a few of their lives better,” commented Maximum Effort co-founder, George Dewey. “From the royal King Charles and Corgis to the more common ‘not quite sure what they are’, we wish all the doggos the best.”
PetSmart Charities is encouraging people to share the campaign on social media to raise awareness of the need to adopt pets further.
Credits:
Production Company: SixTwentySix
Director: Tom Morris
