Pet Parents Make Unconditional Love Confessions in Hartz Campaign

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