Petco knows everything about pets, except why they’re so weird, in new Slap campaign

The brand has everything from grooming to nutrition covered, but for some things you’re on your own

Published On
Jun 11, 2024

Editor's Pick

It’s hard to position yourself as an expert without looking boastful. Petco finds an entertaining way around this in new ads from Slap Global, in which it acknowledges it will never fully understand animals—but is second to none in caring for them anyway.

Three TV spots and related social posts focus on our furry friends’ strange behaviors, which will be relatable to any pet owners watching. “Some things we don’t know,” the voiceover admits. “Everything else, we do.”

 
 

Dan Opsal at Hungry Man directed the spots. 

Inspiration for the “Midnight Snack” spot came from Slap co-founder Gerry Graf’s own experience with his cat Leo, who was “hiding behind yogurt-covered pretzels one night and scared the shit out of him,” the agency said.

“The campaign was a blast to make because it often consisted of us sharing our crazy pet stories and then presenting them as concepts,” said Lyndsey Corona, Slap’s president. “Truth is, everyone with a pet knows they have weird, unexplainable behavior sometimes, and that’s what makes this work so relatable.” 

Graf’s dog Sadie’s habit of staring at a wall for 30 minutes at a time for no reason did not make the cut for the campaign (though it probably would have made a decent longform spot). Corona’s aunt’s crazy bird—who likes to play with keys—will appear in a forthcoming spot.

Slap began working with Petco this year. The campaign launches this week across TV, OLV and social. See a couple of the social videos below.

 
 

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Credits

Date
Jun 11, 2024
Client :
Petco
Agency :
Slap Global
Executive Creative Director :
Gerry Graf
President :
Lyndsey Corona
Executive Producer :
Dave Herman
Production Company :
Hungry Man
Director :
Dan Opsal
Managing Partner/EP :
Caleb Dewart
Partner/Executive Producer :
Kim Dellara
EP :
Franchesca McDowell
Head of Production :
Marian Harkness
Line Producer :
Buzzy Cancilla
Prod Supervisor :
Chris Hoggard
Production Company :
Flo Films
Executive Producer :
Susan Neill
Head of Production :
Daniela Castilleja
Line Producer :
Aura Santamaria
Unit Manager :
Pavel Rodriguez
Production Coordinator :
Maria Del Olmo
DP :
Alejandro Martinez
Production Designer :
Rafael Mandujano
1st AD :
Frederic Henocque
Edit :
Bandit
Editor :
Robin Burchill
Assistant Editor :
Patrick Hayes
Producer :
Peter Walker
Executive Producer :
Laura Relovsky
Graphics and Animation :
Greg Paparatto
Flame :
Chris Davis
Flame Assist :
Przemyslaw Radlowski
Audio Mix :
Mr. Bronx
Mixer :
Eric Hoffman
Mixer :
David Wolfe
Audio Producer :
Maggie Norsworthy
Music :
Butter
Executive Producer :
Renée Massé
Content Director :
Ryan Alons
Color Studio :
Royal Muster
Colorist :
Roslyn Di Sisto
Color Assist :
Zack Wilpon
Color Assist :
Esli Israel
Executive Producer :
Thatcher Peterson
Head of Production :
Diane Valera

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Project Type