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.”
