Inspiration to do more is baked
into everything about this short TV commercial from PetSmart. The agency team
packed both creative story and promotional pitch into only 15 seconds.
Executing so well in the short
form is tough. It's tough when the message is singular and simple. To do it so
well when delivering, both emotional inspiration in the form of owner-pet
scenes, and rational persuasion in the form of deals and sales, should be all
the more admired.
The job is a bit easier when we're
talking puppies and pets; they are easily one of the most engaging creative
elements used on TV. Still, these brief
scenes succeed by steering clear of just 'cute.' The campaign capper is a
musical score and narrator approach that help make pet moments inspirational,
not merely cuddly.
Instilling the viewer with a sense
of inspiration allows the back-end sales pitch in the commercial to ring true
and provide a branded outlet for pet owners to act on their motivation.