Best Friends Animal Society, a national animal welfare organization dedicated to ending the killing of dogs and cats in America’s shelters, has collaborated with longtime creative agency partner TBWAChiatDay LA in its new spot titled “Pet-to-Pet” launching across digital platforms.
The video features a barking dog adopted from Best Friends communicating the need for help to furry viewers. “Human subtitles” are added to the spot so that people can understand what their pet is being asked to do. The film is breaking the mold of common, emotional animal donation spots.
A joint statement by Bruno Acanfora and Ariel Abramovici, creative directors at TBWAChiatDay LA, read, “With COVID-19 sweeping the nation, we wanted to take a different approach to drive donations, especially in the hardest moment to do so. Instead of asking people for support, we asked their pets. We feature a dog “talking” to other dogs and cats at home–it’s what the agency calls a “Pet-to-Pet” ad. We hope this film brings joy to pet lovers and drives donations to an incredible cause.”
Originally stemming from the passion of TBWA chairman emeritus, Lee Clow, ChiatDay LA has a long history providing pro bono work for Best Friends. In 2012, the agency designed Best Friends’ No-Kill Los Angeles initiative campaign. Next, TBWAChiatDay reimagined the organization’s call to action from “No More Homeless Pets” to “Save Them All.”
Best Friends currently partners with a network of more than 3,000 shelters, rescues, and animal welfare organizations across the country. While COVID-19 initially drove a surge in fosters and adoptions, increasing intake at animal shelters as the pandemic continues is driving the need for donations to help homeless pets.
“We are so grateful to the talented team at TBWAChiatDay LA for creating such an inspiring campaign to help us with our goal to make America no-kill by 2025,” said Greta Palmer, chief brand and communications officer for Best Friends Animal Society. “By engaging the public in such a creative, endearing way, at a time when pets are providing so much comfort to their families, we hope to see even more animal lovers supporting the no-kill movement. Together, we will save them all.”
CreditsClient Best Friends Animal Shelter Amber Ayers, creative director Agency TBWAChiatDay Los Angeles Renato Fernandez, chief creative officer; Ariel Abramovici, creative director/copywriter; Bruno Acanfora, creative director/art director; Bruno Regalo, head of art; Ty Harris, associate content strategist; Diana Crews, director of project management; Anh-Thu Le, director of content production; Renato Jabuka, film director; Joshua Levion, Brandon Loftin, associate producers; Jesse Glenn, production coordinator; Cecilia Albertini, assistant editor. Art/Photography Marcell Hernandes, Flame artist. Music, Mixing & Mastering SOUTH Music & Sound
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More