To My Hooman

Rover, the largest pet care platform launched a new creative brand campaign, in partnership with independent creative agency, Little Hands of Stone (LHos). The premise of the creative strikes a chord for majority of consumers as many pet owners often stress about who will watch their pet while they’re away. They want to rely on people that they can trust to ensure their pets are getting the thoughtful care they deserve. LHoS found that 68% of pet owners say their pet has a unique need – so needless to say, specific pet care details are very important.

That’s why Rover teamed up with LHoS for their new brand campaign, To My Hooman, to give pet parents a peace of mind when they hire a sitter from Rover. It’s a fully animated national campaign told entirely from pets’ loving, emotionally intelligent perspective, and reaches out directly to other pets. It’s narrated by pets, for a pet audience, and encourages pets to let their “hoomans” know that it’s totally okay to “go do hooman thing” – and not to worry while they’re away because Rover’s sitters are giving us (the pets) the most personalized care we deserve.

The creative demonstrates how our pets view their owners (aka the hoomans). Since we’re seeing the world through the eyes and hearts of our pets, spelling isn’t really a thing, hooman legs look 12ft long, and slob-drool is a love language.

Pet owners and their pets' happiness is so intertwined. Rover’s goal is to demonstrate how as a pet care platform, they truly understand how much owners and pets miss each other when apart. However, with Rover sitters, the pet care platform is able to provide folks with personalized care as they understand the importance of a photo update with a tail mid-wag, a play bow, a blissed out catnap in the sunlight. And most importantly the significance of a pet’s routine, like a pre-bed butt scratch and snuggle.

This campaign features a series of 11 videos ranging from a :90 anthem spot, to :06 spots. Each film is accompanied by the heart-melting sounds of a small children's choir. In our :90 film, our hero dog (“Rooster”) imagines sending simple, loving signs to his faraway, vacationing hooman (like a clump of fur into her cocktail) to let her know that he’s all good. And naturally, these signs are exactly what his hooman needs - all thanks to Rover.