Dana Carvey is King Charles in PetSmart Charities’ coronation appeal to adopt rescue dogs

The comic campaign by Maximum Effort warns against the frivolous buying of Cavalier King Charles spaniels

Published On
May 05, 2023
Dana Carvey dressed up as King Charles and holding a Cavalier King Charles spaniel

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On Feb. 6, 1993, during last episode of Saturday Night Live, Dana Carvey starred as Prince Charles in a memorable skit where he was transformed into a tampon so he could realize a dream  he’d whispered privately to girlfriend Camilla Parker Bowles—and which had later, embarrassingly, become public.

Now, 30 years later, the comedian reprises his royal impression on the occasion of Charles’ ascension to King—and this time, it’s for a good cause.

In the 60-second spot below, Carvey, with a stiff upper lip, expresses concern that Charles’ coronation might lead to a flood of people buying Cavalier King Charles Spaniels—in the same way people impulsively bought Dalmatians in 1997 after Disney's remake of the movie “101 Dalmatians.” He then suggests a better plan.

The spot comes from agency Maximum Effort and production company SixTwentySix. It was directed by Tom Morris.


Maximum Effort created the video through PetSmart's participation in MNTN's Creative-as-a-Subscription (CaaS) service, a program that allows brands to bundle their creative and media spend. It will air on YouTube and in social media.

“With millions of adoptable pets in need of homes, we knew we needed to think big to draw attention to this pressing issue,” said Aimee Gilbreath, president of PetSmart Charities. “There are few moments bigger than the coronation of a new king, and there is an urgent need for people with big love and a little extra space in their homes to adopt a new best friend. We’re excited for the opportunity to get more pets adopted into loving homes so families can experience the mutual benefits of caring for a pet.”

“Dogs make our lives better in innumerable and unforgettable ways, so we wanted to take this moment to hopefully make a few of their lives better,” said George Dewey, co-founder of Maximum Effort. “From the royal King Charles and Corgis to the more common ‘not quite sure what they are,’ we wish all the doggos the best.”


May 05, 2023
Client :
PetSmart Charities
Agency :
Maximum Effort
Production Company :
Director :
Tom Morris

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