Anna Faris & Jennifer Coolidge are Partners in Pethood for PetSmart Spots
Every pet parent has been there: the potty training, the early mornings and late nights, the feedings, the doctor visits. PetSmart sees these experiences as ‘pethood’ – similar to parenthood, but with the occasional fleas, harder bath times and, luckily, no eye rolling in the teen years. PetSmart brings pethood to life in a new brand campaign that launched during Sunday’s biggest awards broadcast featuring actors Anna Faris, star of the TV show “Mom,” and Jennifer Coolidge, of “American Pie” movie series and current TV show “2 Broke Girls.”
“The idea of Partners in Pethood is based on a simple premise: “Parents of Pets” are a lot like parents of children and they love their pets as much as parents love their kids,” said Phil Bowman, PetSmart Executive Vice President, Customer Experience. “Our experiences through pethood are told through different types of pet parents, from the new and overprotective pet parents to the helicopter and pack pet parents. They might be a little eccentric, but they’re definitely entertaining and – we hope – endearing.”
The PetSmart Partners in Pethood story, created by advertising agency GSD&M, begins with a series of short films and ads that feature relatable pet parents in the throes of pethood – highlighting relatable antics such as the over-protective parent, new parents and the overly-competitive mom. These stories are brought to life by the recognizable improv of GO Film director Christopher Guest, actor, director, writer, musician and composer. Guest is joined in two spots by Faris and Coolidge.
In the journey of pethood, PetSmart is the partner of choice because of its knowledgeable associates, wide range of services and stocking customers’ favorite brands – whether their kids have two legs or four, whether they have fur, scales or feathers.
“The “PetSmart Partners in Pethood” campaign is based on the fact that just like with kids, pet parents want the best for their pets. They don’t always know what they should be doing, but as their partner, we can help them through it all,” said David Lenhardt, PetSmart President and CEO. “At PetSmart, we’re every pet parent’s partner, and we’re here to share in the joy, here to help them find solutions and, ultimately, here to have fun with them during their journey through pethood.”
PetSmart’s new brand launched on TV and through a fully-integrated campaign featured in eight 2-minute mini-films online and carried through print, digital and social media.
Creative Agency: GSD&M
Director: Christopher Guest
Production Company: GO Film
Category: Home , Pet food