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
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?”
Credits
- Date
- Nov 08, 2022
- Client :
- Chewy
- 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 :
- Gratitude
- Executive Producer :
- Bryan Hinkley
- Color Correct :
- CO3
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