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.”
Credits
Client: Hartz
Chief Marketing Officer: Tina LeLay
Senior Director of Marketing: Stacy Kisla
Senior Director of Marketing: Gregg Herman
Senior Manager, Ecommerce Marketing: Kimberly Moran
Brand Manager: Aaron Baumgarten
Assistant Brand Manager: Alexandria Garcia
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Senior Art Director: Alexandra Ebright
Senior Art Director: Lexi Lanzi
Senior Copywriter: Taylor Smith
Designer: Hichem Kherbachi
Strategist: Jake Baldridge
Director of Creative Strategy & Head of Social: Viktor Torbjörnsen
Social Media Marketing Manager: Ashley Feminella
Executive Producer: Jason Souter
Head of Media & Communications: Lizzy Ryan
Associate Media Director: Caitlin Delaney
Senior Media Supervisor: Holly McKinzie
Group Account Director: Courtney Griffin
Account Director: Brett Harris
Account Executive: Marc Cruz
Project Manager: Ana Elejalde
Production: Central Films North
Executive Producer: John C. Barreiro
Director: Rodrigo Garcia Saiz
Producer: Maeliosa Tiernan
Editorial: Acreage Editorial
Editor: Crandall Miller
Post / VFX: Warm & Fuzzy
Head of Production: Chris Grey
VFX Supervisor: Elliot Fan
Producer: Andrew Jerez
