Creativity

PetCo Debuts Emotional Spot, New Tagline: 'The Power of Together'

Vitro Develops New Anthem Spot for Retailer

Published on Sep 04, 2013

Editor's Pick

"Co" is the centerpiece of a new anthem spot from pet supplies retailer PetCo, which eschews the typical images of dogs happily bounding about in favor of a more emotional approach. It's an unusual approach for a company that has been using "where the pets go," and "where the healthy pets go" for years, transforming the tagline to tap into the human-pet bond, with "The Power of Together,' developed by Vitro.

The spot highlights the special place animals have in people's hearts and lives, from a man sitting in a wheelchair, being pulled by his pooch, a military man being loved with by his dog, and a kitten being fed, from a bottle. Words like "Copilots," "cohabitants," and "companions" flash on the screen, all tying together to PetCo.

Read more about the strategy behind the $15 million campaign on AdAge.com.

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About

Credits

Date
Sep 04, 2013
Agency:
Vitro
Client:
Petco
Executive Creative Director:
John Vitro
Creative Director:
KT Thayer
Copywriter:
David Stolberg
Copywriter:
Scott Johnson
Art Director:
Mike Mazza
Art Director:
Tim O'Malley
Director of Broadcast:
Mickey Strider
Production Company:
Aero Film
Director:
Austin Smithard
Editor:
Bob Jenkis
Editing:
Aero Film
Audio Post:
Play Studios
Music:
Black Iris

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