PetSmart stands up for “pethood”

The leading US pet retailer PetSmart has launched an omnichannel campaign around the joys and struggles of “pethood” or pet parenthood, with a TV commercial during the 22 February Academy Awards telecast. The campaign will include short films and ads shown on TV and online, and include print, digital and social media components. The films are directed by and feature comedian and filmmaker Christopher Guest, and also feature TV and film stars including Anna Faris and Jennifer Coolidge. Social media components include a Twitter sweepstake, as well as the opportunity for consumers to post their own “pethood” stories on Facebook, Twitter, Instagram and Pinterest.