It is fair to say the UK has a long-standing reputation as a nation of animal lovers, with estimates suggesting there are 34 million pets in the country, more than 60% of households own at least one, and we spend almost £8bn a year on them. Some 52% of Brits even describe their pet as their best friend.
But for Mars owned pet food brand IAMS brand, this is obviously still not enough. You see, it is launching a new tool that allows users to create personalised and cinematic 60-second films designed to convince someone in their life to open their home to a new puppy or kitten –roommates, parents, a significant other, and even the pets they might already have – that it is time for one more member of the household.
Initially launching in Canada (no, we don’t know why either), the ‘I Want a Puppy/Kitten Studios’ uses Google’s Veo 2 video generation model and has been devised by Adam & Eve DDB and facilitated by Mars’ long-standing partnership with Google Ads and Google Cloud.
The tool produces high-quality films that look and feel real, by allowing users to customise content with details including species (dog or cat), breed, intended name, as well as tailor the message to the aspiring pet parent’s intended audience.
Apparently it even understands real-world physics and movement, making the “dream” of owning a new pet feel like reality. All of this is done within minutes, so prospective “pet parents” can spend less time on elaborate pitches, and more time preparing for the new addition to their family.
Mars Pet Nutrition Canada marketing director Animesh Kumar said: “From elaborate slideshow presentations to songs and grand gestures, we know the lengths that prospective pet parents go to when pitching the idea of a new pet.
“Our team wanted to create ‘I Want a Puppy/Kitten Studios’ to help turn the aspiration of owning a pet into a reality for even more households. More importantly, we’re excited to bring the benefits of pet ownership to even more pet-loving homes across the country.”
Adam & Eve DDB chief creative officers Ant Nelson and Mike Sutherland added: “All of us have experienced that ‘I want a pet’ feeling – or been subjected to some gentle pressure from a loved one to add a furry family member to the household.
“By partnering IAMS with Google, and its cutting edge Veo 2 AI technology, we’re helping animal lovers create blockbuster movie-style pitches to help encourage that ‘yes!’ moment and make pet dreams a reality.”
So, what is the consensus around the Decision Marketing office?
Well, while the UK is a nation of pet lovers, we don’t really follow that mantra. As regular readers will know, our office cat “Lyla” is certainly an acquired taste – and one that has not been acquired by many.
This week “Loopy Lyla” has been joined by “Hairy Maclary” – a rather snappy Cairn Terrior who we have been forced to look after while its “parents” live it up on holiday somewhere hot and exotic. As you can imagine, it has been carnage and all the Veo 2 AI technology in the world could not persuade us to get yet another pet.
Naturally, others are far more appreciative of furry friends and will no doubt lap up the ‘I Want a Puppy/Kitten Studios’ by the lorry load. But call us old fashioned, we prefer our freedom. Just saying…
Decision Marketing Adometer: A ‘funtime for Fido’ 8 out of 10
