Dive Brief:

• Petsmart debuted two spots during last night’s Oscar broadcast that introduce the concept of “pethood,” which the chain says is like parenthood, but with pets. 
• The 30-second spots are directed by Best in Show director Christopher Guest and star Anna Faris and Jennifer Coolidge. 
• The campaign also offers six two-minute online executions, and “family portrait” stills that the chain will use in print and digital display ads.

Dive Insight:

Petsmart’s new brand campaign, “Petsmart, Partners in Pethood,” shows the similarities between having a child and having a pet, including feeding, bathing, potty training, and doctor visits. The first two spots debuted on Oscar night, featuring different new pet parents consulting with Petsmart personnel, and doting pet mom Anna Faris hosting a fifth birthday party for her dog, Stanley.

Austin, TX-based creative agency GSD&M tapped Christopher Guest, known for the quirky improvisational comedy Best in Show, which lampoons the show-dog circuit, to direct the television spots and online videos. By focusing on the parent/pet bond, Petsmart intends to stand out from the many ads that simply show happy pets running through fields.