Social Forward Mockumentary-Style Campaign
To celebrate the special, two-way relationship between pets and their owners, petcare brand Hartz and agency of record Cutwater have partnered together to launch a social-forward campaign.
Entitled “Unconditional Love Confessions,” the campaign captures pet parents admitting the peculiar behaviors and constant needs they secretly find endearing about their dogs and cats. The narratives follow a mockumentary-style and feature a diverse lineup of pet families within indoor and outdoor settings. The creative equally embraces the challenges and rewards of pet ownership. The pet habits and quirks are rooted in universal truths. A content library, anchored by a series of social films, will run across paid and owned channels.
“We made bold, conscious decisions to focus on the highs and lows of pet parenthood as well as avoid the overly polished visual aesthetics that tend to dominate this landscape,” explains Cutwater Founder and CCO Chuck McBride. “What are the eccentric things pets do that we simply adore? What are the lengths we would go to make pets feel safe and happy? This unfiltered approach is reflected within our casting. All of the talent are real owners with their dogs and cats.”
The work expands upon the recent “Unconditional Love” brand platformmalso developed and rolled out by Cutwater and introduced within previous national, integrated campaigns for UltraGuard ProMax, Nature’s Shield, and Home Protection Dog Pads. The endeavor signals the first significant marketing initiative on a masterbrand-level for Hartz.
According to Cutwater Head of Media and Communications Lizzy Ryan, “The social atmosphere is flooded with cute, adorable videos and images of pets. To truly stop the scroll, authenticity is needed — relatable experiences that make us go: that’s so true. We’re hoping these unapologetically candid assets build meaningful conversations around accepting and caring for pets no matter what.”
The pet community is encouraged to join the fun online by sharing their deepest secrets via #UnconditionalLove Confessions.
