[Image: Pexels]
Adverts for pet food generally have the same script: Pet plays outside, comes inside and stares hungrily at the owner, the owner gives them some food, the pet eats the food, done.
Until now, ad agencies haven’t really felt the need to change up this formula. But Petshop Science, in collaboration with Checkers Sixty60, has just made advertising history in the animal product industry by serving up something totally new.
Petshop Science is South Africa’s fastest-growing pet retailer in the country’s multi-billion-rand market, and its advertising team deserves a medal because they have created the world’s first TV commercial that was shot entirely by pets. Fitted with cameras, dogs, cats and even a parrot film their surroundings inside one of their stores.
The brand decided to hand over creative control to the audience that actually matters: Our pets. The result of this bold experiment was pure, unfiltered curiosity and instinct.
The production team mounted Insta 360 cameras to specially fitted harnesses and collars and then the animals were given free rein of a Petshop Science shop. We are then treated to method acting at its finest, such as darting down aisles, abrupt stops, lazy stretches and extensive sniffing of pet food, treats, toys and essentials.
With the filming being from the eye, or snout, view of the animals, viewers of this ad are taken straight into the action.
This innovative advert – which has a fun “shop it like it’s hot” soundtrack – is to get the word out about their partnership with Checkers Sixty60. Pet owners can now shop for their products in the Sixty60 app and get same-day delivery in scheduled 60-minute timeslots.
It might be a world first, but with such cute results, it’s probably just the first of many more to come. Advertisers, take note!