Rover celebrates pets with new creative campaign
As pets increasingly take centre stage in the family unit, Rover's latest campaign in partnership with Orchard Creative and Park Pictures leans into the joy of finding pet sitters and walkers who truly “get your pet”.
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Rover, the world's largest online marketplace for loving pet care, today launched We Get Your Pet, a new advertising campaign that tackles a truth every pet parent knows: leaving your pet in someone else’s care can be stress-inducing, because they might not see them the way you do.
The campaign arrives at a cultural moment when pets have firmly established themselves as members of the family. Gen Z and millennials now represent half of all pet parents in the United States, with seven in 10 Gen Z adults reporting they'd rather have pets than children. As a result, demand for the right pet care has never been higher.
"Pet parents aren't just looking for someone who can feed their pet. They're looking for someone who understands their pet is irreplaceable," said Ashton Doyle, Senior Director of Brand Marketing at Rover. "Rover has always understood what pet parents need most: someone who sees their pet the way they do. This campaign shows that sitters on Rover don't just tolerate what makes your pet unique, they celebrate it."
Credits
View on- Agency Orchard/New York
- Production Company Park Pictures
- Director Lucy Sandler
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Credits
View on- Agency Orchard/New York
- Production Company Park Pictures
- Director Lucy Sandler
- Executive Creative Director Heather Larimer
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Orchard/New York
- Production Company Park Pictures
- Director Lucy Sandler
- Executive Creative Director Heather Larimer
Developed in partnership with strategic creative agency Orchard Creative and production company Park Pictures, the campaign features pets being unapologetically themselves weird, wonderful, and totally unique. The ad spots showcase the magic that happens when a pet has a sitter who truly gets them….or “matches their freak.”
“Using a music track that's very provocative, and then applying that provocativeness to pet behaviours, is strange and funny, but really captures how much pet parents think their dogs and cats are secretly little freaks,” said Heather Larimer, Executive Creative Director at Orchard Creative. “We went right at the nervousness pet parents have that no one can handle their dachshund's fervent love of couch pillows. We lean right into that.”
"We took an animal-first approach and tailored our vignettes to the strengths of each pet after we got to know them,” said Lucy Sandler, Director at Park Pictures. “My girl Ruby who was in the hide and seek scene was much better at peeking out from behind a curtain than she was at jumping into a doorway, so we re-wrote the script for her. Creatively we kept everything else fairly simple to make sure we had time to work with each pet to get the best performance and tell the story of their quirks."
