Petcare brand Hartz, part of Japanese consumer product giant Unicharm, has partnered with its creative and media agency of record, Cutwater, to launch a series of funny campaign spots. In the spots, people have “the talk” with their pets. The brand platform, entitled “unconditional love”, celebrates the shared life between pet families and their cats and dogs, highlighting that the physical and emotional intertwinement is a two-way relationship built on happy, healthy homes. Which in this case, includes “the talk” about the importance of protection when out there carousing with strangers.
All Bees, No Fleas” focuses on the power of plant-based ingredients. The imagery visualizes a pet owner and dog intimately bonding indoors and outdoors — complete with adorable matching outfits — thanks to the maximum botanical Flea & Tick protection of Nature’s Shield. The pieces were directed by Rodrigo Garcia Saiz of production company Central Films North. Editorial and VFX were executed by Acreage Editorial and Warm & Fuzzy, respectively.
“Unconditional love. It is a brand promise to be there for the good, the bad, and the ugly. And a great description of why Hartz makes so many products that deliver on all aspects of living with pets”, said Cutwater Founder and CCO Chuck McBride.
“Our approach for the flea & tick creative was to focus on the relationship and the concern that comes naturally when pet parents are about to let their loved ones venture outside.”
Hartz CMO Tina LeLay added, “Petcare is one of the most exciting industries to be a part of, but the problem is that most companies only spotlight pet ownership as one-dimensional during communications efforts. ‘unconditional love’ embraces the whole experience of pet families, even the challenging moments. The campaign work perfectly connects with this overarching theme, and we couldn’t have brought it to life without the leadership team at Cutwater as well as our amazingly talented cast.”