In this film, we meet a couple who – in their own words – have a large brood with a lot of mouths to feed. They’ve got cats, dogs, and a lot to remember when it comes to the different dietary needs of each one. But with PetSmart’s help, they’ve got it all figured out. Which allows them to focus on other things, like what types of bedtime stories each pet prefers, or (in the woman’s case) the individual names of their animals.

The campaign premiered during the Academy Awards where it quickly stood out for both its comedy and its honesty. Viewers were directed online where they could watch the film in its entirety along with other films in the series. Our social channels shared the films, and a targeted Twitter media campaign reached out to various passionate pet owner groups to watch and share our films.

The campaign premiered during the 2015 Oscars and quickly dominated social media. Over the next couple weeks, the films garnered 120 million impressions, generated 100+ earned media posts and overall, earned PetSmart nearly $3,000,000 in free media. Not to mention, it led to at least two puppies named #Snakefinder. The work also fulfilled the client goal of sparking a national conversation and impacting broader culture as news sites, blogs and others discussed the idea of referring to pets as “kids.” Passionate pet owners rallied around the idea. Clearly the notion of “Pethood” struck a chord.