When we examine advertisements that focus on animals, one thing quickly stands out: there is a notable lack of species diversity. A few tried-and-true stars dominate — especially dogs and cats. This is no coincidence. These animals are symbols of unconditional love, loyalty, and home for most people. In the world of advertising, these pets reliably trigger waves of emotion — from laughter to tenderness to a sense of belonging. And when it comes to building relationships with customers, emotions are the most powerful tool.
Meow Mix – Meow Meow Meow (1974)
When it comes to TV ads focused on pets, it’s hard to start anywhere other than with this legendary jingle from the mid-70s. In the cat food category, you’d be hard-pressed to find anything more iconic — shortly after the first ad aired, Meow Mix became one of the market leaders. However, it’s not so much the specific commercial itself, but rather the jingle mentioned, which is still used in various versions today. It was originally composed by Tom McFaul from the jingle house Lucas/McFaul. The singing was performed by professional vocalist Linda November — although “singing” might be a strong word, as it mainly consists of sounds imitating meowing. The original ad featured a loop of footage showing a cat appearing to “sing,” accompanied by subtitles translating the “singing” and a karaoke-style pointer. Later, many genre variations emerged — in 2019, these efforts culminated in the Meow ReMix campaign, which included versions in R&B, country, and heavy metal. In 2023, the company launched the Meow-a-Thon campaign, which responded to current social media trends and challenged fans to listen to a 12-hour loop of the jingle to earn discount codes for Meow Mix products. The jingle is widely regarded as one of the most memorable advertising jingles in the U.S. There is even a study showing that 15% of respondents said their cats reliably recognised this jingle.
Video: Meow Mix Commercial History (1974-Present)
Pedigree – Pedigree Adoption Drive (2007)
TV ads featuring pets often lean towards being either funny or cute. However, some deliver much more serious messages—such as those created as part of the Pedigree Adoption Drive campaign, which connects marketing with charitable efforts in pet care. The dog food manufacturer Pedigree aimed to strengthen its brand image while also working to change public perceptions of shelter dogs and inspire adoption. The series of ads shares emotional narratives, showcasing real dogs in shelters and highlighting their life stories. The TV ads were complemented by fundraising events and a dedicated section on the Pedigree website. The company’s strategy clearly hit the mark — within the first two days of the campaign’s launch in 2007, $1.1 million was raised, and website traffic increased by 90%. Later, Pedigree earned the prestigious Effie Awards for marketing excellence. This campaign is still considered groundbreaking in pet-focused marketing and often serves as inspiration for similar projects.
Video: Pedigree Dog Adoption Drive
Thinkbox – Every Home Needs a Harvey (2010)
The legendary British ad by the marketing agency Thinkbox from 2010 still serves as a benchmark for campaigns that creatively feature pets. The main star of the spot is the dog actor Sykes, who won the hearts of both TV viewers and critics—the ad received numerous awards, including the title of Commercial of the Year according to a vote by the ITV television network. The plot of the spot is simple but clever: a couple visits a dog shelter, and while most of the four-legged residents try to attract attention in the usual ways, only one—Harvey—chooses a more sophisticated strategy. He turns on the TV and plays his own ad, showcasing his versatile skills: cooking, ironing, playing chess, and taking care of children. This moves and convinces the couple that he is the perfect dog for their home. The campaign was so brilliant that it spawned two equally successful sequels: in the first, Harvey rescues his favourite stuffed toy, and in the second, he persuades his owners to also adopt his canine love, Harmony. Thanks to this campaign, Sykes became one of the most famous dog actors in Great Britain—appearing in several films and TV series. He later retired from acting and passed away in 2019.
Video: Every Home Needs A Harvey |The World’s Most Resourceful Dog
Nestlé Purina – Beneful (2011)
In 2011, the Austrian company Nestlé Purina launched a TV ad for Beneful pet food aimed not only at dog owners but directly at their four-legged companions. The ad features specific sounds mostly audible to dogs—whistles resembling toys, a high-frequency tone similar to a dog whistle, and a so-called “ping.” The second tone mentioned is audible exclusively to dogs, while the other two can also be perceived by humans but carry much stronger significance for dogs. With this approach, Nestlé Purina aimed to create a marketing format that both dogs and their owners could enjoy together, thereby strengthening their bond. The campaign also included posters placed throughout Germany that emitted the scent of Beneful food. The goal was once again to attract dogs during walks and indirectly influence their owners to purchase the product. Much like ads targeted at children use specific elements to capture attention, this campaign worked with sensory stimuli—sound and scent—that are particularly appealing to dogs.
Video: BENEFUL TV Soundspot
PetSmart – Partners in Pethood (2015)
British-American director, screenwriter, and comedian Christopher Guest is considered one of the most influential figures in the mockumentary genre. His staged, parodic “documentaries” have a distinctive authorial style based on acting improvisations in authentic, often comedic situations. Guest applied this approach in the advertising world as well when he teamed up with the American pet store chain PetSmart in 2015. For the brand, he created a series of promotional videos featuring various types of “pet parents” — individuals who consider their pets to be full-fledged members of the family. In one of the spots, for example, actress Anna Faris throws a lavish birthday party for her dog Stanley, while in another, Jennifer Coolidge (the iconic “Stifler’s mom”) plays an overly doting “dog mother-in-law.” The involvement of famous faces naturally attracted attention — and deservedly so. The campaign launched during the live broadcast of the 87th Academy Awards, instantly securing maximum media reach. Thanks to its original concept, clever humour, and high production quality, “Partners in Pethood” rightfully belongs to the golden collection of TV ads focused on pets.
Video: PetSmart Partners in Pethood Smoochie & Alamoochie
FURminator – Meet the Shedlings (2017)
Shedding of pets is a problem—at least if you’re not a fan of finding clumps of fur scattered across your floors. Anyone who’s had to clean up after shedding knows very well that these “entities” seem to have a life of their own and show up in the most unexpected places. Meet the Shedlings—little creatures made of tufts of fur that suddenly appear all over the house! This is, of course, an original and playful way the manufacturer of the grooming tool FURminator chose to stir up the conversation about the pressing issue of shedding—while also showing that there’s an effective solution. The ad highlighted, among other things, that regular use of the FURminator can reduce the amount of loose fur by up to 90%. The campaign also included educating customers about a four-step coat care system: daily brushing, weekly removal of loose fur (deShedding), monthly bathing, and regular fur cleanup.
Video: Meet the Shedlings | FURminator
Canidae - A World of Goodness for Pets and our Planet (2022)
The 2022 ad by Canidae is visually very captivating and playful. What can we take away from it? Caring for pets brings joy—especially when they are happy too—and at the same time, it’s possible to contribute to environmental protection in this way. This message is embodied by a little pug who travels through a fairytale world filled with giant bones, plush slippers, and green lawns. The creators of the ad imagine an ideal environment for dogs—a space where everything is designed for their happiness and comfort. However, Canidae’s campaign is not just about pet health. It places just as much emphasis on sustainability. The company has long invested in regenerative agriculture, uses eco-friendly packaging, and offers products made from responsibly sourced ingredients. Through this approach, it also highlights the importance of reducing the ecological footprint and the benefits of a more sustainable way of life.
Video: Canidae Pet Food - A World of Goodness for Pets and our Planet
Chewy – Inheritance (2023)
How far are some pet owners willing to go in their love for their animals? A variation on this popular theme was offered in 2023 by a commercial campaign from Chewy, which is a great example of a creative and humorous approach to TV advertising. At first glance, the spot appears to be a rather sad scene—a family gathers at a notary’s office for the reading of a deceased man’s will. However, Mr. Marbles, a talking cat and the loyal companion of the deceased, is also present. That Mr. Marbles is not just an ordinary pet but a full-fledged family member is proven not only by his speech but especially by the will itself: the cat inherits not only regular lifelong deliveries of treats through Chewy’s Autoship service but also the family’s summer residence. The ad fits perfectly into Chewy’s broader campaign titled “Pets Aren’t Just Pets, They’re More,” which emphasises that pets are not just animals but true partners, companions, and members of the household. Mr. Marbles would undoubtedly confirm this.
Video: Pets Aren’t Just Pets, They’re More: Inheritance | Chewy
The Farmer’s Dog – Forever (2023)
“I will always take care of you.” With this promise, the protagonist begins one of the most touching TV ads of 2023. It is a short yet epic story about the lifelong bond between a girl and her Labrador named Bear. After the initial vow, a rapid sequence of scenes follows, capturing their life together—playing, growing up side by side, and Bear staying close to the girl during the most important moments of her life, including her wedding and the birth of her first child. The ad culminates with a shot of the now elderly Bear lying on the bed beside his owner and her baby. The image is accompanied by the text: “Nothing matters more than more years together.” The spot received widespread acclaim and made several canine actors famous. Bear was not portrayed by just one dog—multiple animals were needed to represent the different stages of his life. The commercial was a huge success during the 2023 Super Bowl and became a viral hit.
Video: The Farmer’s Dog – Forever (2023)
Freshpet – My Boy Junior (2025)
This new dog food ad from Freshpet will especially appeal to fans of the cult HBO series The Sopranos. The main star of the spot is actor Steve R. Schirripa, who plays a role inspired by his character Bobby Bacala from the series. What’s more, Schirripa personally feeds his dachshund Willie exclusively products from the Freshpet line, which adds even more authenticity to the campaign. The plot is humorous and parodies classic clichés from mafia films. Despite the humour, the spot cleverly highlights the central theme that Freshpet emphasises throughout its communication: dog food isn’t just some “dog chow,” but real food that belongs in the fridge right alongside their owners’ meals. The campaign tastefully combines nostalgia, humour, and a personal story to appeal to pet owners and promote the idea that our four-legged friends deserve high-quality, fresh food too.
Video: Freshpet My Boy Junior Commercial | :60
Whether it’s a viral jingle, a tear-jerking story, or sophisticated humour, one thing remains clear – ads featuring animals have an immense power to connect with a multigenerational audience. They are entertaining, touching, and memorable. Pets aren’t just cute visual elements – they are mirrors of emotions and a strong communication bridge between the brand and the customer. Television as a medium offers the perfect space to fully develop these emotions – it allows for storytelling with depth, evokes a wide range of feelings, and builds long-term relationships with customers. For marketers, it’s a reminder that when creativity is combined with empathy, courage, and the power of the television format, campaigns are created that not only capture the audience’s attention but also become a natural part of their lives.