“Part of the Family” spot celebrates the emotional benefits of an ultimate pet-friendly home with durable PetProtect™ flooring from the STAINMASTER® brand.
ATLANTA, May 23, 2017 /PRNewswire/ — Today’s pet parents want their pets by their side in every room of the home. And now, thanks to STAINMASTER® PetProtect™ flooring, the nearly 85 million U.S. families with pets* can have just that. Since STAINMASTER®PetProtect™ flooring helps eliminate the fear of occasional pet messes, no room in the house needs to be off limits. This is important to pet parents, who consider their pets part of the family.
That’s the strategic thinking behind the new “Part of the Family” campaign, created for STAINMASTER® by agency SCOUT. Led by this insight, the SCOUT team challenged themselves to move away from the functional-benefit driven ads typically seen in the flooring industry, and instead, lead with an emotional-benefit.
“The real emotional benefit comes from the freedom of living in a pet-friendly home. Pet messes are inevitable, and oftentimes owners resort to putting up gates or restricting pets to certain rooms of the house. STAINMASTER® PetProtect™ flooring helps provide peace of mind,” said Travis Sharp, VP, Creative Director, SCOUT. “It was a great collaboration between the STAINMASTER® PetProtect™ and SCOUT teams. STAINMASTER® brand heritage is rooted in building emotional connections with consumers. Driving the emotional benefit through this campaign is a key catalyst in deepening engagement and connection with the brand’s target audiences.”
Connecting with purchasers of pet products at an emotional level can translate to an increase in dollars spent – good for the pet industry and good for pet-friendly products like STAINMASTER® PetProtect™ flooring. The American Pet Products Association estimates nearly $70 billion will be spent on pets in 2017, up about 25 percent from five years ago.
“Ninety-five percent of pet owners consider their pets part of the family**, and we share that thinking,” said Saakait Mathur, Senior Brand Manager, STAINMASTER®. “SCOUT embraced that insight and expertly infused it into a fantastic creative concept. They’ve delivered a compelling idea that brings to life the magic that occurs when pets and their people have freedom in their homes.”
The star of the campaign is a spunky little superdog who leads his superboy sidekick on adventures and mess-making through every room of the home. It’s about having the freedom to embrace the joy of everyday moments.
“Our STAINMASTER® PetProtect™ brand spot highlights the notion that pets are an integral part of any family and should be treated as such in every room of the home,” said Cheryl Maher, SVP Client Service, SCOUT. “We approach this insight with our superhero dog leading a day full of adventure from dusk until dawn with his favorite sidekick going along for the ride.”
“Along their adventure, we witness the authentic tension any family faces between playtime and the inevitable spills, scratches, pet hair and soiling that occur – all the while featuring STAINMASTER® PetProtect™ flooring as the durable ‘hero’ that helps your pets be free to join you in every room in your home,” Maher added.
SCOUT partnered with the STAINMASTER® brand in 2016, and this is the first TV campaign created by the agency for the brand.
With the pet-friendly features of STAINMASTER® PetProtect™ flooring, no room in the house has to be off limits. The product easily releases pet hair, resists pet stains and reduces pet odors, all while making a beautiful impression.
The campaign includes spots cut in :60, :30, :20, :15 and :10 featuring STAINMASTER® PetProtect™ carpet and luxury vinyl flooring. In addition to addressable TV, the campaign will run across numerous platforms including social, digital, pre-roll and on the STAINMASTER® site.
View “Part of the Family” on YouTube.
Agency: SCOUT Atlanta
VP, Creative Director – Travis Sharp
Creative Director – Betsy Morrison
Account Director – Taylor Vivian
Sr. Account Supervisor – Jess Dalati
Account Executive – Kendall Griffy
Sr. Director, Brand Marketing – Lisa Connolly
Sr. Brand Manager – Saakait Mathur
Associate Brand Manager – Bailee Garwood
Creative Director – Adina Baker
Independently owned and operated for over 17 years, SCOUT is a full-service integrated agency with three offices across the United States – in Atlanta, Chicago and San Diego. Serving clients in consumer/B2B and healthcare, SCOUT brings leading companies bold, brave thinking that creates value for its clients’ brands. Learn more at www.findscout.com.
* According to the 2017-2018 APPA National Pet Owners Survey, 68 percent of U.S. households own a pet, which equates to 84.6 millions homes
** In the U.S., 95% of pet owners consider their pets to be part of the family, 2015 Harris Poll Survey