Christopher Guest Returns in GSD&M’s Latest for PetSmart

By Erik Oster 

Acclaimed director Christopher Guest returns with new ads for GSD&M’s “Partners in Pethood” campaign for PetSmart which, given the recent news that the company is taking its marketing in-house, may be the agency’s last for the brand.

Guest originally collaborated with GSD&M and PetSmart on two ads featuring humorously over-the-top dog owners which debuted during the Oscars. The new ads, which include the online spot “Nook and Crannies” (featured above) and “The Avant Guardians,” a 30-second broadcast spot cut from the same footage. This time around, Guest follows “fashion forward” dog owners, who talk about how the term applies to their dog as well. Guest’s trademark satire is evident as the couple makes ridiculous statements about how the dog’s fashion sense turns heads at the dog park and how there’s always an occasion to get dressed up, even when you’re going to sleep. “Nooks and Crannies” is also probably the only place you’ll hear a certain piece of dog anatomy referred to as “The Bat Cave.” If it is GSD&M’s last work for the brand, it makes for a fine swan song, and we can only hope PetSmart continues to partner with Guest after taking their advertising i-house (however unlikely that may be).



Client: PetSmart
VP Marketing Communications: Shane McCall
Director, Traditional Creative: Valerie Lederer
Assoc. Creative Manager, Traditional Creative: Tara Niederhaus
Dir., Marketing Strategy and Nat’l Promotions: Debbie Beisswanger
Creative Manager- Store Environment: Chris Windsor
Project Manager, Salon Strategy: Megan Mouser
Titles: “The Avant Guardians” :15/:30; “Nooks and Crannies” 2:18
Agency: GSD&M
Group Creative Director/Art Director: Scott Brewer
Group Creative Director/Writer: Ryan Carroll
Assoc. Creative Director/Art Director: Ross Aboud
Assoc. Creative Director/Writer: Kevin Dunleavy
Art Director: Morgan McDonald
Writer: Scott Chalkley
Agency Producer: Abigail Hinojosa
Associate Agency Producer: Adriane Weist
Business Manager: Lindsay Wakabayashi
SVP/Managing Director: Scott Moore
Account Director: Sabia Sidiqi
Account Supervisor: Ben Creasey
Account Manager: Nadia Elias
Production Company: GO
Director: Christopher Guest
Managing Director: Gary Rose
Executive Producer: Adam Bloom
Executive Producer: Catherine Finkenstaedt
Line Producer: Mark Hyatt
DP: Kristian Kachikis
Editorial: Mackenzie Cutler
Editor: Gavin Cutler