According to new research shared by Marketplace, pet owners are more likely to reduce food, transportation, healthcare, housing, and even insurance before cutting down on pet-related expenses.
To celebrate this special relationship Hartz, a leading petcare brand owned by Unicharm, has partnered with a creative media agency Cutwater, to launch a new campaign titled “Unconditional Love Confessions”.
The campaign features a collection of mockumentary-style videos where pet parents share personal stories about their dogs and cats. These narratives showcase a diverse lineup of pet families and their unique bonds.
From enjoying leg and foot licks to bonding with an elderly companion through howling, the stories are touching in their genuine sincerity and simple humor. Each of them is based on universal pet habits and quirks, revealing both the challenges and rewards of pet ownership.
The pieces were brought to life by director John Irwin of GOOD MEASURE, who spearheaded production and editorial.
“We made bold, conscious decisions to focus on the highs and lows of pet parenthood as well as avoid the overly polished visual aesthetics that tend to dominate this landscape”, explained Chuck McBride, Cutwater Founder and CCO.
“What are the eccentric things pets do that we simply adore? What are the lengths we would go to make pets feel safe and happy? This unfiltered approach is reflected within our casting. All of the talent are real owners with their dogs and cats.”
“Historically, we’ve relied on our products to spread awareness. We’re thrilled to continue the Unconditional Love brand platform and finally put Hartz masterbrand in the spotlight,” added Stacy Kisla, Hartz Senior Director of Marketing.
“During the shoot, we welcomed unscripted pet peeves, pun intended, which made the performances more natural and organic. As for the confessions: if you know, you know.”
The work expands upon the recent “Unconditional Love” brand platform, which was also developed and rolled out by Cutwater as well as introduced within the previous integrated campaigns.
“The social atmosphere is flooded with cute, adorable videos and images of pets”, said Lizzy Ryan, Cutwater Head of Media and Communications.
“To truly stop the scroll, authenticity is needed – relatable experiences that make us go: that’s so true. We’re hoping these unapologetically candid assets build meaningful conversations around accepting and caring for pets no matter what.”
Credits
Client: Hartz
President and Chief Operating Officer: Tina Le Lay
Vice President of Marketing: Dai Kageyama
Senior Director of Marketing (Cross-Category): Stacy Kisla
Senior Director of Marketing (Cat Treats): Gregg Herman
Marketing Director (Hygiene): Louisa Guo
Marketing Director (Animal Health) Kaz Hyodo
Senior Brand Manager (Dog Treats & Toys): Jack Jensen
Senior Brand Manager (Cat Treats): Stephanie Kreuder
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Creative Director: Amy Su
Creative Director: Teddy Miller
Senior Copywriter: Taylor Smith
Senior Art Director: Lexi Lanzi
Executive Producer: Doug Stivers
Producer: Eric Weiner
Strategist: Jake Baldridge
Head of Media and Communications: Lizzy Ryan
Head of Paid Social: Joseph Gudino
Media Director: Wesley Cason
Associate Director, Media Strategy: Caitlin Delaney
Group Account Director: Greg Masiakos
Account Director: Brett Harris
Senior Account Executive: Marc Cruz
Project Manager: Ana Elejalde
Production: Good Measure
Executive Producer: Charles Son
Director: John Irwin
Producer: Justin Oberman
Production Manager: Anna Lillie
Audio Mixer: Paul Gonzales
VTR: Sam Baek
Makeup Artist: Yuriko Bondies
Production Designer: Ava Jones
Art Assistant: Eric Moore
Production Assistant: Elise Ma
Production Assistant: Edgar Cortes
