To Fight Animal Cancer, Dogs and Cats Sing, Dance, and Even Rap


By Jordan Teicher Comment

Yes, that’s right, a dog raps in the two-minute “We Could Be Heroes” music video meant to raise awareness and money for animal cancer. The video for Pet Trust comes from Toronto-based Red Urban and appears to be a sort of “We Are the World” spin-off with dogs and cats. The opening over-the-should shot of a paw pressing against a keyboard tells you all you need to know. If you love animals, you’ll probably find this cute. If you don’t, you’ll probably find this cringingly corny.

Regardless of your position, I’m sure we all want to find a cure for animal cancer, so this campaign can always block any creative criticisms behind a shield of philanthropy. But even though the animal-personified-as-human motif  lacks substance, it’s hard to navigate this kind of project without resorting to Sarah McLachlan territory. And by comparison, Red Urban took a more positive approach that doesn’t make you want to immediately change the channel or start weeping. Points for that, and credits after the jump.

Vice President, Product and Strategy Communications: Mary Siemiesz
Managing Director, Pet Trust: Karen Scott
Agency: Red Urban
Creative Director: Christina Yu
Art Director: Patrick Shing
Writer: Matt Syberg-Olsen
Integrated Producer: Terri Vegso
Strategy & Development Director: Keith Barry
Creative Resources Manager: Mary-Claire Barlow
Production Company: Untitled Films
Director: Curtis Wehrfritz
Producer-: Michael Smith
Executive Producer: Lexy Kavluk
Production Designer: Matt Hopkins
DP: Kris Belchevski 
Post Production: Rooster Post
Editor: Christina Humphries
Assistant Editors: Adam Cunliffe, Jawin Laverde
Producer: Yumi Suyama
Executive Producer: Melissa Kahn
Transfer: Alter Ego
Colourist: Eric Whipp
Online: Fort York
Flame Artist: Ernie Mordak
Assistant Flame Artist: Jason Pereira
Audio: Pirate, Toronto
Director: Chris Tait