Petsmart Breaks a National TV Effort

Petsmart is more than a pet supply store. It’s a one-stop shop that also offers pet adoption, grooming and veterinary services, according to a national TV campaign from Publicis’ Seattle office.
The agency created five spots that began airing this month. It is the Phoenix-based company’s first nationwide TV campaign.
The ads show how Petsmart can help families express their love for their pets. The spots open with people describing a personal situation about a loved one, and it soon becomes clear they’re talking about their pet.
One spot shows a little girl feeding ice cream to her cat. The girl’s older sister explains in a voiceover that cats shouldn’t eat ice cream. The girls and their mom are then seen going to a Petsmart store and talking to the clerk. The girl says the clerk has taught them cats need vitamins and a healthy eating plan. “See. This is not just a store. It’s a way to be,” the girl says.
The tagline remains, “Petsmart. Where pets are family.”
“We really wanted to make an emotional connection,” said art director and principal associate creative director John Holm, who worked on the ads with chief creative director and copywriter Gail Anne Grosso. “We tried to show the special relationship an owner has with his pet and the relationship people develop with the Petsmart staff.”
The estimated $20 million campaign represents the largest ever TV investment by the $2 billion, 540-unit chain.
“Petsmart has always been about enriching the bond between owners and their pets,” said Ken Banks, the company’s senior vice president of marketing, branding and advertising. “We are excited to go nationwide with a … new ad campaign that clearly illustrates this philosophy.”
The ads are airing on all major broadcast networks during prime-time series and movies. They will also appear in spot markets around the country.