Christopher Guest Returns With More Hilarious Best in Show Spoofs for PetSmart

A coddled shih tzu and his loony owners

During the Oscars, PetSmart and Christopher Guest launched a pretty excellent campaign themed around Best in Show. Now, they're back with more.

The new material from GSD&M is particularly reminiscent of Parker Posey and Michael Hitchcock as Meg and Hamilton Swan, who, in the movie, love J. Crew (and other clothing catalogs). But the man and woman in this latest ad, "The Avant Guardians," are more haute, if equally insane, describing themselves, and their dog, as "fashion forward."

That's to say, in keeping with the Best in Show tradition, they ridiculously project all kinds of human qualities on their coddled shih tzu, Ford (presumably a nod to Tom Ford). And because it's Guest-directed, the delivery is awkward in a perfect kind of way, with the actors ping-ponging between nonchalant and over the top, making crazy eyes and stammering out too-enthusiastic punch lines.

It almost makes it easy to forget that it's a sales pitch. Then again, that's pretty easy to do when you're basically just copying a classic … even if by inbreeding.


Client: PetSmart

Vice President, Marketing Communications: Shane McCall

Director, Traditional Creative: Valerie Lederer

Associate Creative Manager, Traditional Creative: Tara Niederhaus

Director, Marketing Strategy, National 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

Associate Creative Director, Art Director: Ross Aboud

Associate 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

Senior Vice President, 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 Producers: Adam Bloom, Catherine Finkenstaedt

Line Producer: Mark Hyatt

Director of Photography: Kristian Kachikis

Editing: Mackenzie Cutler

Editor: Gavin Cutler