Put yourself in your pet’s shoes and you can get a leg up on your dog, cat or other animal kingdom companion’s health and wellness. That’s the premise of the “It’s What We’d Want If We Were Pets” campaign for Petco devised by Droga5 New York.
This hero film in the campaign, “Cocktail Party,” positions Petco as the health and wellness company for pets. Directed by Harold Einstein of production house Dummy, the piece has people personifying pets. They discuss their greater wants and needs and the Petco offerings that help them achieve the same level of care that you’d expect for yourself. The absurdity comes from thinking you’re watching a man or a woman talking about their needs–until you realize that you haven’t been watching a human. You’ve been watching and listening to a dog, a cat or a fish. And when that moment hits, everything that came before it becomes funny. Laughter after all can also help one maintain health and wellness.
Credits
Client Petco Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Scott Bell, executive creative director; George McQueen, Tom McQueen, creative directors; Bernardo Gonzalez, associate creative director; Chase Kimball, sr. copywriter; Jesse Brown, sr. art director; Tasha Cronin, director of interactive production; Craig Wong, group experience design director; Rich Greco, executive design director; Jeremy Zerbe, sr. design content writer; Daniel Seong, Adrian Koenigsberg, designers; Dave Stephenson, executive producer, film; Lindsay Squires, associate producer; Michael Ladman, sr. music supervisor; George Bennett, head of experience strategy; Sarah Garman, Tom Haslow, group strategy directors; Kaveri Guatam, strategy director. Production Company Dummy Harold Einstein, director; Michael Kanter, exec producer. Editorial Arcade Dave Anderson, editor; Sila Soyer, partner/exec producer; Ellen Lavery, producer. Postproduction The Mill John Leonti, VFX supervisor; Anastasia Von Rahl, exec producer. Color Company 3 Tim Masick, colorist. Animal Safety American Human Society Aiesha Colvin; animal safety representative; Susan H. Jackson, sr. advisor. Music Found Objects Track Title: “Classy Affair”; Trevor Gureckis, Jay Wadley, exec creative directors; Ben Marshall, creative director; Adam Weiss, creative; Jennie Armon, exec producer; Matt Nelson, head of production; Katt Matt, Nick Chomowicz, producers; Agatha Lee, associate music producer. Audio Post Heard City Evan Mangiamele, mixer
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
