Pets can't understand your ugly human holiday fashion in Chewy's campaign

Fun spot from Arnold makes the point that they'll still appreciate the brand's products

Published On
Nov 08, 2022

Editor's Pick

Cute holiday clothing for pets became quite the things last year: remember PetSmart's matching sweater sets embroidered with pets and owners' faces? But in Chewy's holiday ad this year, the pet products brand makes the point that your pet probably has no idea what this silly trend is all about. 

The fun 30-second spot aims to show that, while our pets may not understand the outlandish decorations, intentionally ugly holiday sweaters, or matching pajamas on display during the holiday season, they will still appreciate delicious treats and fun toys from Chewy.

Conor Byrne of Mssng Peces directed the ad, which was created via Arnold Worldwide and will extend into assets across social, CRM and on the Chewy's website/mobile app.

"I have these moments with my dog where I just can’t figure out what the heck she’s barking at," said Sean McBride, chief creative officer, Arnold, in a statement. "Are we in danger? Are you having a doggy muscle cramp? Are you just practicing barking? Most of the time I’m left to wonder. No matter how much I love my dog, no matter how connected to her I feel, there are just some things I’ll never fully understand. This campaign takes that truth about pet parenthood and reverses it, imagining how some of the odd things we humans do over the holidays might appear to our pets. After all, is barking at a chair any more or less weird than wearing an intentionally ugly holiday sweater?”


Nov 08, 2022
Client :
Agency :
Arnold Worldwide
Chief Marketing Officer :
Mark Eamer
Vice President Brand Marketing :
Orlena Yeung
Head of Brand Strategy & Marketing :
Don Lane
Director Brand Marketing :
Brian Johnson
Sr Manager Brand Marketing :
Lucas Pantel
Sr Manager Brand Marketing :
Becky Ross
Head of Studio :
Kara Fullmer-Wehner
Head of Production :
Andrew Smiley
Senior Broadcast Producer :
Kelly Nesbitt
Creative Director :
Brian Distefano
Art Director :
Mike Sike
Senior Photographer :
Sebastian Ettinger
Chief Creative Director :
Sean McBride
Chief Operations Officer :
Cass Taylor
SVP Group Creative Director :
Nathan Donabed
SVP Group Creative Director :
Joshua Kahn
Associate Creative Director :
Jamie Malnati
Senior Copywriter :
Tori Young
VP Executive Producer :
Whitney Bogosian
Producer/Editor :
William Gregg
VP Marketing Director :
Caroline Kozub
Marketing Director :
Maya Lobban
Senior Marketing Manager :
Sydney Southern
SVP Director of Business Affairs :
Camara Price
Broadcast/Business Affairs :
Nicole Smith
Talent Manager :
Nicole Smith
Associate Director Project Management :
Kerry Lowe
Brand Strategy Director :
Mitch Blum
Production :
Missing Pieces, Inc.
Director :
Conor Byrne
DP :
Ben Kutchins
Producer :
Tyler Byrne
Producer :
Jeff Darragh
EP :
Kelly Martin
Post Production :
Union Editorial
Editor :
Merritt Duff
Assistant Editor :
Jean Taylor
Managing Director :
Caryn Maclean
Head of Production :
Casey Cayko
Producer :
David Apolo
Music :
Executive Producer :
Bryan Hinkley
Color Correct :

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