Behind the Paw: Keeping Up with the Joneses campaign

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By Natalie Lester, Brand Communications Specialist

Since 1991, PetSafe has been creating products to give pet parents everywhere better moments with their furry children. We’ve done our best to spread our “Protect. Teach. Love.” message with consumers through industry news & events, social media, and retailer education. We’ve also been listening carefully to our consumers to continually improve our products. In 2012, we kicked it into high gear bringing over 30 new products to market that were what our consumers had ask us to create for their pets. At the end of 2012, we were ready to leap into a national campaign to broadcast our message and our new product to a larger audience.

Anytime a brand develops its first national advertising campaign, it is a flood of emotions. For many people, this could be their first impression of something very near and dear to our hearts. What happens if they hate it? What happens if they come away with more questions than answers? What if you get the message wrong? What if the dog won’t do what you need it to? What if, what if, what if?!

We partnered with some of the most creative people we know and our internal associates to make sure we stayed true to our brand, while also meeting consumers where they are. We thought, “What is the one thing we want people to come away with after seeing our commercials?” In the end, we knew pet parents should know they can truly remove the stress from their pet ownership experience and spend more time enjoying their pets.

Three of the greatest challenges pet owners face is protecting their pet within their yard, assuring pets are hydrated & healthy and giving pets access to the outdoors when they want to play or need to take care of “business.”

We created our “Keeping Up with the Joneses” campaign to let consumers explore all the possible solutions to these challenges. We wrote the scripts, casted our talent (both 2 and 4 legged), and prepared to shoot three spring time commercials in January. We never promised we weren’t crazy. :)

Here is a look of what it was like on the set:

behind the scenes

Our camera crew from Rivr Media worked SO hard all week to get the shots we needed.

making commercials

These flowers may look like it’s April, but we shot our commercials in January. We replanted these each morning to make it look like spring.

dog training

Doc knows what he has to do to get treats. He was the perfect star for our spots, and his mom Roslyn did a great job training him.

making commercials with dogs

How many times do you have to get up during dinner to let the dog out? With a PASSport door, he cold let himself out!

working with pets

Our model, Shannon, was the perfect PetSafe mom. She installed a fence and a door in one week. And trained her dog. Then she rewarded him with a new fountain. :)

making commercials

Look at him! He’s a star. Doc did so great all week, and we are lucky to have him in our office everyday.

Our Stay + Play Wireless Fence offers you a more economical choice for containing their pet. The new porcelain fountains give your pet fresh, filtered water while complimenting your home’s interior. The PASSport pet door lets you customize your pet’s schedule for play & potty time and lets them out, so you don’t have to.

If you’re DIY network audience member, you’ll see our commercials on your TV very soon. But, if not, watch them below. We can’t wait to hear what you think. Which product do you like best?

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