PetSmart launches omnichannel ‘pethood’ campaign

Phoenix – PetSmart Inc. launched an omnichannel campaign around the joys and struggles of “pethood” – or pet parenthood, with a TV commercial during the Feb. 22 Academy Awards telecast. The campaign will include short films and ads shown on TV and online, and include print, digital and social media components.



The films are directed by and feature comedian and filmmaker Christopher Guest, and also feature TV and film stars including Anna Faris and Jennifer Coolidge. Social media components include a Twitter sweepstakes, as well as the opportunity for consumers to post their own “pethood” stories on Facebook, Twitter, Instagram and Pinterest.



“The idea of Partners in Pethood is based on a simple premise: 'Parents of Pets' are a lot like parents of children and they love their pets as much as parents love their kids,” said Phil Bowman, PetSmart executive VP, customer experience. “Our experiences with pethood are told through different types of pet parents, from the new, concerned pet parents to the ‘cool’ pet parents. They might be a little eccentric, but they’re definitely entertaining and – we hope – endearing.”

Watch one of the videos: