Pet care platform Rover launched a new creative brand campaign in partnership with independent creative agency Little Hands of Stone. The premise of the creative strikes a chord for majority of consumers as many pet owners often stress about who will watch their pet while they’re away. They want to rely on people that they can trust to ensure their pets are getting the thoughtful care they deserve.
Dubbed “To My Hooman,” the fully animated national campaign is told entirely from pets’ loving, emotionally intelligent perspective, and reaches out directly to other pets. It’s narrated by pets, for a pet audience, and encourages pets to let their “hoomans” know that it’s totally okay to “go do hooman thing”–and not to worry while they’re away because Rover’s sitters are giving us (the pets) the most personalized care we deserve.
The creative demonstrates how our pets view their owners (aka the hoomans). Since we’re seeing the world through the eyes and hearts of our pets, spelling isn’t really a thing, hooman legs look 12 feet long, and slob-drool is a love language.
Rover’s goal is to demonstrate how as a pet care platform, they truly understand how much owners and pets miss each other when apart. However, with Rover sitters, the pet care platform is able to provide folks with personalized care as they understand the importance of a photo update with a tail mid-wag, a play bow, a blissed out catnap in the sunlight. And most importantly the significance of a pet’s routine, like a pre-bed butt scratch and snuggle.
The campaign features a series of 11 videos, including this 90-second anthem spot in which hero dog “Rooster” imagines sending simple, loving signs to his faraway, vacationing hooman (like a clump of fur into her cocktail) to let her know that he’s all good. And naturally, these signs are exactly what his hooman needs–all thanks to Rover. Helmed by animation director Sitji Chou of productio house Giant Ant, each film is accompanied by the tug-at-the-heartstrings sounds of a small children’s choir.
“What we love about working with Rover is that they want nothing more than to move beyond cute pet platitudes to what being a loving pet parent is really like,” said Matt McCain, co-founder at Little Hands of Stone. “It’s sweet, sometimes gross, hilarious, sad, joyous and there’s lots of hair everywhere at all times.”
CreditsClient Rover Kate Jaffe, sr. director, brand marketing; Tom Sullivan, sr. director, growth; Stacy Mangum, head of creative; Annie Richards, sr. creative program manager; Jaimee LaTorra, sr. growth marketing manager; McKinley Lovett, video marketing manager. Agency Little Hands of Stone Matt McCain, Michael Boychuk, co-founders; Kris Dangla, executive producer; Tiffany Stone, creative operations lead. Production Giant Ant Jay Grandin, executive creative director; Teresa Toews, exec producer; Melissa Buisan, producer; Rafael Mayani, art director; Sitji Chou, animation director; Lou Papa, lead illustrator. Audio Quiet Coyotes Eric Johnson, audio. Music Rob Scherzer, composer; Maxwell Scherzer, vocals.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More