PetSmart Sings the Praises of Our Animal Friends in Mini-Musical
Would devoted pet owners really do anything for their furry, scaly, howly pals? Would they paint their faces bright blue, go to Timbuktu and back again, or even "risk everything" for Fido, Scratchy and Wags?
Indeed they would, if we can believe PetCare, Deutsch LA and Bullitt director Shelley Lewis, who raise the curtain on a Broadway-style musical tribute with humans serenading their beastly besties:
Dude, we're cool with your kitty sweater, but maybe lose the cat-hat? As for that crooner making googly eyes at her snake, well, it's hiss and hers forever!
The inspiration "came to us after focus group research where we heard participants repeatedly say they would do 'anything for their pets,' " Deutsch LA executive creative director Ryan Lehr tells Muse. "And that refrain really stuck with us."
"I'd Do Anything," from the musical Oliver!, tunefully captures owners' undying devotion and suggests PetSmart's wide range of products and services as a superstore. It's the perfect ear worm! (Those don't make good pets, by the way.)
The commercial's humans performed the song as the cameras rolled, "so when we were casting, we had to find actors who could hold a tune and had experience with choreography," recalls agency group account director Fernando Barretto.
It's all highly relatable for the target audience, adds client marketing chief Will Smith: "I wouldn't be surprised if, in addition to singing along, pet parents nod their heads in agreement saying, 'Yep I've been there!' "
For a quirkier take on similar themes, check out rival Petco's recent ads, which show people behaving like animals. (Now that sounds like a great plot for a musical! Er, maybe not.)
CREDITS
CLIENT CREDITS
Will Smith, SVP, Chief Marketing Officer
John Leeman, VP, Integrated Marketing
Rochelle Abramowitz, Director, Marketing, Master Brand & Planning
Roshelle Scott, Senior Director of Marketing, Services
Micheal Kociemba, Senior Manager, Brand
DEUTSCH / AGENCY CREDITS
Creative
Ryan Lehr - Executive Creative Director
Shiran Teitelbaum – Creative Director
Brynn Good – Creative Director
Jamie Wynn - Copywriter
Stephanie Sczublewski – Art Director
Chrissy Boals – Junior Art Director
Kate Power – Junior Copywriter
Production
Dan Kaplan – Executive Broadcast Producer
Judd Stricker – Senior Broadcast Producer
Geoff Tarr – Broadcast Producer
Account Management
Fernando Barretto – Group Account Director
Alise Murray – Account Supervisor
Micheal Story – Account Supervisor
Catherine Doran – Account Executive
Digital Experience & Design
Maxwell Williams, Freelance Content Strategist
Digital Production
Vanessa Scanlan – Executive Producer, Digital
Heidy Chay – Associate Digital Producer
Business Affairs/Traffic
Gabriela Farias – SVP, Director Business Affairs
Alex Lebosq – Business Affairs Manager
Carie Bonillo – SVP, Director of Traffic Operations
Courtney Tylka – Executive Broadcast Traffic Manager
Hailey Young – Associate Broadcast Traffic Manager
Strategy
Donesh Olyaie – SVP, Group Strategy Director
Amelia Hall – Strategy Director
Brian Gold - Strategist
PRODUCTION CREDITS
Production – Live-Action
Bullitt
Shelley Lewis, Director
Jenni Sprunger, Executive Produce
Luke Ricci – Executive Producer / Pres.
Suneeva
Geoff Cornish, Executive Producer
Jeff Pangman, Line Producer
Editorial
Steelhead
Paul Plew - Editor (Anthem and Hills)
HJ Chong – Assistant Editor
Jenn Mersis - Director of Post Production
Tamara Treu – Post Producer
VFX & CG
Shape+Light
Rob Trent - Managing Partner / Creative Director
Cara Lehr - Executive Producer
Jake Hibler – HOP / Sr. Producer
Rachel Moorer – Lead Flame Artist
Ryan Wehner – Motion Graphics
Color Grade
Apache
Arianna Shining Star - Colorist
LaRue Anderson – Managing Partner
Stephanie Schaldenbrand – Head of Production
Kirsten Harris – Producer
Music Composition
Walker
Sara Matarazzo - Executive Producer
Stephanie Pigott - Executive Producer
Danielle Soury - Music Supervisor
Audio Post/ADR record – Pirate
Maggie Blouin Pearl – Executive Producer
Keith Ohman – Sr. Engineer
Audio Post/mix – Lime Studios
Susie Boyajan – Executive Producer
Matt Miller – Engineer
