Rover - To My Hooman
"To My Hooman" is a heartwarming, animated ad campaign by Rover, created in partnership with Little Hands of Stone. It portrays pets' perspectives, reassuring their owners that they’re in safe hands while being looked after by Rover’s sitters. The campaign uses playful storytelling and features a series of 11 videos, narrated by pets, aimed at offering peace of mind to pet owners.
The most engaging aspect of the campaign is its focus on the pet's viewpoint, where pets assure their owners that everything is fine. The ads portray the quirky, adorable, and sometimes humorous ways pets express themselves, offering a refreshing take on pet care ads. The choice of using a small children’s choir adds a tender emotional layer, enhancing the campaign's char
Core Theme of the Campaign -
The campaign uses pets as the narrators, speaking to their owners from a loving, humorous perspective.
It features emotional storytelling paired with animated visuals and a children's choir.
The star of the campaign, a dog named Rooster, sends symbolic signs like a clump of fur to his owner to show he’s happy, delivering a lighthearted tone
The campaign targets pet owners, particularly those who are anxious about leaving their pets behind when traveling. It appeals to a broad demographic of millennials and Gen Xers who often treat pets as family members and are seeking personalized, trusted care solutions for their pets while they are away
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About the
Campaign -
Rover's "To My Hooman" campaign is a cute, animated series that speaks directly to the hearts of pet owners by telling stories from their pets' perspectives.
The campaign reassures owners that Rover sitters will take great care of their pets while they are away, letting them "do hooman things" without worry.
The ads use humor and loveable quirks like pets mispronouncing "humans" as "hoomans" and depicting their owners in exaggerated ways.
The children’s choir in the background gives a heartwarming, emotional feel to the campaign, while the playful animations keep things light and fun.
A key highlight is the main character, Rooster the dog, who humorously sends signs to his vacationing owner, making them smile with his antics.
The campaign resonates with pet owners’ emotional bonds with their pets, which Rover understands and emphasizes through these personal, heartwarming ads.
It’s not just a campaign about pet care—it’s about celebrating the joy and connection pets bring into our lives, even when we’re not with them.
The ad runs across multiple formats, from 90-second spots to shorter 6-second cuts, ensuring engagement across different platforms
