Dive Brief:

• Rover released a new campaign that aims to put the minds of anxious pet owners at ease, per details shared with Marketing Dive.
• Developed with indie creative agency Little Hands of Stone (LHoS), “To My Hooman” centers around a series of playful animated ads that are told from the perspective of pets. In sung narration, the furry friends attempt to allay the concerns of owners who go on trips and worry whether their pets are well taken care of. 
• The effort consists of 11 videos in total ranging from a 90-second anthem spot to short-form, 6-second videos. Rover wants to emphasize the emotional bonds that come with pet ownership and assure customers that their pets will be well taken care of under its platform. 

Dive Insight:

Rover, an app that provides services like pet sitting and dog walking, is tugging at the heartstrings with “To My Hooman.” The campaign drops as people resume work and leisure travel in higher numbers, a trend that has potentially boosted demand for pet sitting versus earlier in the pandemic. The pandemic also resulted in a surge of pet adoptions as homebound consumers looked to keep themselves occupied, meaning Rover could reach new clients with the message.

“To My Hooman” leans on cuteness to address the real anxiety pet owners feel when leaving their beloved companions in the care of others. Survey data shared by agency partner LHoS revealed 68% of pet owners believe their pet has a unique need, with Rover positioning its product as offering a more personal touch. Production firm Giant Ant provided an assist on the campaign.

A collection of nearly a dozen ads are done in a sketchy, storybook art style with simplistic narration complementing the look. Sung voiceover from a children’s choir is meant to emulate a pet’s internal monologue (human is swapped for “hooman,” a common bit of internet speak associated with dogs). 

In the anthem spot, a canine named Rooster reflects on his owner going on vacation and sends his conception of loving gifts to her from afar, like slobbering on her face and leaving shed fur in her cocktail. At the same time, the feel-good commercial highlights the ease of booking through Rover and communicating with a sitter remotely.     

Rover, which went public in 2021, has been the subject of some controversies, including pets that have gone missing or died while under its sitters’ oversight. The on-demand platform promises a rigorous screening process for sitters but still likely wants to shore up a reputation for trust with “To My Hooman.”