"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.