Pet Owners Have ‘The Talk’ About Protection in Funny New Ads from Hartz

“While you’re out there romping around, maybe with some strays who might not be protected.”

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

 

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