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These Pets Have Got the Blues in the New MORE TH>N Campaign from VCCP

Creative 4.1k Add to collection

Entertaining new pet insurance work from Smith & Jones' Ulf Johannson highlights the insurer’s helpful Vetfone service

These Pets Have Got the Blues in the New MORE TH>N Campaign from VCCP

One of the few things that unites the UK is their love of pets - nearly half of the country has a cat or dog as part of the family.

Our pets are usually such a cheerful presence in our lives, so as an owner you can instinctively tell when they’re feeling down. The trouble is, it’s often hard to tell what’s causing the problem - or what you should do about it.

MORE TH>N’s latest campaign from VCCP, launching the first week of January, brings this to life using an unlikely musical duo. We’re transported to America’s deep south, where a blues guitar playing bloodhound is joined by a forlorn-looking cat laying down a blistering harmonica solo.

The ad highlights the fact that whatever’s giving your pet the blues, MORE TH>N is here to help. As the brand’s fictional founder Mordenn explains, all MORE TH>N pet insurance comes with Vetfone, a 24 hour pet advice line. So however big or small the problem might seem, Vetfone’s experienced veterinary nurses are on hand to help you get to the bottom of it and get it sorted.

Starring alongside Mordenn were Porter the dog and Leicester the cat who were consummate professionals on our London shoot, mastering the guitar and harmonica with remarkable ease.

Di Bowden, head of brand & marketing at MORE TH>N said: “At MORE TH>N we are all about doing more than expected -  whether that’s giving all our pet insurance customers a 24 hour veterinary advice line as standard, or having that message delivered by a blues guitar playing blood hound. We are thrilled about the way this campaign embodies our brand promise: we do more.”

Adam Thompson, creative director at VCCP added: “This was a great opportunity for MORE TH>N to show that it does more to help its customers look after their furry friends, by providing pet insurance that comes with a 24 hour vet line. We don’t always understand our pets, and they don’t always understand us, but they sometimes find an unexpected way of expressing how they feel and surprising us with their talents. That’s why we love them.“

The campaign, which launches on 2nd January will run across TV, VOD, Radio, DAX, social.      

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Advertiser: MORE TH>N

Post Production / VFX

2D Artist: Kalle Kohlstrom, Dan Benjamin

Executive Producer: Luke Raffety

Grade: Jean-Clément Soret and Matthieu Toullet

Post Production Company: MPC

Producer: Tomek Zietkiewicz

VFX Supervisor: Marcus Dryden


Sound Design: Parv Thind @ Wave

Creative Agency

Account Management: Ben Boyles, Sophie Bowler, Josie Leader

Art Director: Joe Lovett

Copywriter: Jack Snell

Creative Agency: VCCP

Creative Director: Adam Thompson

Executive Creative Director: Darren Bailes

Planner: Andrew Perkins, Ben de Castella

Producer: Mish Dent

TV Producer: Helen Brownlie

Media Agency

Media Agency: Havas

Production Company

Director: Smith & Jones

Producer: Philippa Smith

Production Company: Ulf Johannson


Edit Company: The Quarry

Genres: Music performance, Comedy, Visual VFX, People

Categories: Insurance, Finance

VCCP, Wed, 02 Jan 2019 11:36:09 GMT