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Owners Are their Pets’ Heroes in PetArmor Spots

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Sterling-Rice Group’s series of ads celebrates how owners protect their pets

Owners Are their Pets’ Heroes in PetArmor Spots
The magical, unbreakable bond between a pet and its owner is celebrated in a new campaign for PetArmor from its new agency Sterling-Rice Group. The series of ads portray pets as a true part of the family and depict how owners emotionally and literally play the role of their pet’s armour – protecting them from dangers seen and unseen. 

The new films open with the crash of thunder and the streak of lightning as a dog home alone cowers in fear while its owner, knowing the pup’s fear of storms, rushes home to bring comfort. The work closes the circle by conveying PetArmor’s role as a trusted partner to owners in delivering protection for their pets. 

“We understand that our consumer really knows what is best for their pet and that doesn’t always mean a trip to the vet for an expensive visit and a prescription product,” explained Neal Wilmore, Vice President and GM Animal Health at PetArmor. “Our products let them take control of their pet’s needs with a brand that is easy to use, convenient and trusted.”

The new work launches on national television and in digital channels just in time for spring flea and tick season. PetArmor has a wide range of easy to use, at-home flea and tick products designed for dogs, cats of all sizes. Its vet-quality solutions are available at stores nationwide and online. It includes a 30-second spot and a 15-second spot

“As pet owners ourselves, we wanted to tell a story about the relationship between pet parents and their pets that was focused more on the role of caregiver in a relatable way,” said Adam Wohl, Executive Creative Director at the Agency. “This is the idea we presented to PetArmor that won the account and we were so happy to bring it to life because it really differentiates the brand as a real partner in the pet owner’s life.”

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Music Company: Coupe Studios

Composer: Jake Sproul

Track: Storm


Edit Company: Cut+Run

Editor: Ben McCambridge

Post Production / VFX

Producer: Brian Mulvey

Post Production Company: Cut+Run

Production Company

Production Company: gravy – Los Angeles

Director: Trent Jaklitsch

Executive Producer: Brent Stoller

Producer: Lisa Wieneke-Rich

DOP: Eric Schmidt

Production Supervisor: Sean Moody


Advertiser: Pet Armor

Creative Agency

Creative Agency: Sterling-Rice Group

Executive Creative Director: Adam Wohl

Creative Director: Patrick Campbell

Copywriter: Alexa Thomas

Art Director: Alayna Zidek

Strategist: Brian O’Connell

Junior Art Director: Jake Austin

Senior Integrated Production Business Manager : Bret Berman

Account Director: Kelly Yach

Account Managers: Kendall Saunders

Social Strategist: Phil Henderson, Kristen Melick

Genres: People, Storytelling

Categories: Home, Pet Supplies

The Marketing Standard, Tue, 26 Mar 2019 17:33:00 GMT