A number of pet brands have worked out lately that it’s the owner who counts and are rewarding them with understanding how far their love goes. They’ve also come to realise that humour allows them to make that understanding sentimental without being sickly.
British retailer, Pets at Home, has rebranded to become Vets for Pets, with a campaign, We’re All for Pets, by The & Partnership that shows sticky situations that animals get into and the lengths that owners will go to help. Vets for Pets steps in as the way to help owners’ love help pets. The message – and the humour – are highlighted by Meatloaf’s song I Would Do Anything For Love (But I Won’t Do That).
The campaign is running on TV in Britain for two months, supported by cinema, broadcaster video on demand, press, radio, social, digital and outdoor.
“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.
Credits:
Client: Pets (Pets At Home & Vets For Pets)
Chief Consumer Officer: Kathryn Imrie
Marketing Director: Madeline Shaw
Head of Brand: Cath Ryan
Head of Campaign: Louise Duran
Campaign Lead: Cheryl Fitchett
Campaign Planner: Nikki Cameron
Agency: The & Partnership
Chief Executive Officer: Sarah Golding
Global Executive Creative Director: Toby Allen
Creative Directors: Matthew Moreland & Chris Clarke
Creatives: Ted Price & Adam Jackson
Head of Integrated Production: Charles Crisp
Senior Producer: Sam Ramsey
Production Assistant: Carla Sandhu
Stills Producer: Ellen Green
Head of Strategy: Rebecca Munds
Strategy Director: Katherine O’Gorman
Client Lead: Florence Prevezer
Senior Account Director: Kelly Griffiths
Account Manager: Sophia Levison
Creative Producer: Emma Mitchell
Design Director: Will Rees
Designer: Ralph Pederson
Motion Designers: Gil Peres & Julien Lasson
Production Company: DROOL
Director: Freddie Powell
Executive Producer: Genevieve Sheppard
Producer: Jess Wylie
Director’s Assistant: Joseph Paul
Director of Photography: Tom Townend
Production Designer: Drogo Michie
Production Manager: Harriet Staples
1st AD: Benji Edwards
SFX Supervisor: Jason Troughton
Offline Edit: Trim Editing
Editor: Thomas Grove Carter
Offline Producer: Tatyana Alexandra
Post-Production: Untold Studios
Chief Creative Officer: Neil Davies
Shoot Supervisor: Chris Mortimer
VFX Lead: George Rockliffe
Online: Pete Hughes
Executive Producer: Tom Igglesden
Producer: Ella Glazer
Colour: Company3
Colourist: Simon Bourne
Colour Producer: Chris Anthony
Audio Post Production: 750mph
Sound Engineer: Sam Ashwell
Audio Producer: Olivia Ray
Music: Meatloaf – I’d Do Anything For Love (But I Won’t Do That)
Music Writers: Jim Steinman
Music Negotiation: Sixtyfour Music
Music Supervision: Sixtyfour Music
Design Studio: Nomad
Creative Director: Ash Watkins
Partner: Stuart Watson
Account Manager: Claudia Lace
Design Team: George Edwards, Becky Grover, Marion Bisserier, Simone Costa, Shin Hye Lee, Julia Kuisma
Strategist: Flossie Malster
Motion Designer: Tom Bennett, Nathan Monaghan
Creative Partners: Colophon, Hannah Warren, Roo Lewis, Liz Seabrook, Studio K
