Lights, Camera, Snout! SA Pet Store Lets Dogs, Cats, and a Parrot Film Their Own TV Ad

Forget artificial intelligence. The latest breakthrough in advertising is animal innovationand it comes with four legs, a wagging tail, and absolutely no concern for framing.

South African pet retailer Petshop Science has launched what it claims is the world’s first TV commercial filmed entirely by pets. No humans behind the cameras. No directors shouting “action.” Just pure, unfiltered curiosity and instinct, captured at snout height by the stars themselves.

The Concept

The project, created by local ad agency 99cents and production company Massif, handed creative control to a cast of dogs, cats, and even a parrot. Using ultra-light Insta 360 cameras mounted to specially fitted harnesses and collars, the animals were given free rein in a Petshop Science store .

What follows is exactly what you’d expect: method acting at its finest. Darting down aisles. Abrupt stops. Lazy stretches. Extensive sniffing of premium pet food, treats, and toys. All while filming with zero concern for traditional cinematic conventionsand that’s precisely the point .

The Stars

The canine cast included Roxy, Pudding, Cool, Phoebe, and Ollie. The feline contingent featured Zachary, Gabriela, and Leila. And adding a touch of exotic flair, a parrot also got in on the action .

Each brought their own personality to the project. Phoebe, described as a “super-fun little dog,” has an extraordinary backstory: she is trained to detect contaminants in wine and track lost cats . She took the shopping spree in her stride.

Then there’s Roxy, a rescue dog whose journey is central to the ad’s emotional resonance. When adopted, Roxy was so unnerved she couldn’t respond to basic commands. Through patience, dedication, and expert training, she has been transformed into “one of the most reliable and talented canine performers” .

Animal Welfare First

The well-being of the animal stars was paramount throughout production. A dedicated animal welfare officer remained on set at all times, monitoring every interaction .

The four cats, all from the same home and closely bonded, were ensured a relaxed environment where they could simply be their playful selves .

The Result

The commercial immerses viewers in a world rarely seen: the pet’s-eye view of a shopping trip. Every frame is driven by instinctsniffing, chasing, pausing, exploring. It’s chaotic, charming, and utterly authentic.

For Petshop Science, the message is clear: this is a store designed with pets in mind. For the advertising industry, it’s a reminder that sometimes the best creative direction is no direction at all.

The commercial is now airing nationally. And if you watch closely, you might just see the world through the eyes of a dogand wonder why we ever filmed any other way.

{Source: citizen.co.za}

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