Amnesia - Be Your Best Friend’s Best Friend

Agencies: BBH USA Publicis PSOne


Pup-Peroni® has launched the latest iteration of its “Be Your Best Friend’s Best Friend” campaign with new work from Publicis Groupe’s Power of One solution, PSOne, a bespoke agency for The J.M. Smucker Company, creatively led by BBH USA.

With newer and younger pet parents entering the dog treat aisle, Pup-Peperoni’s latest spot appeals to the next generation of dog owners with an irreverent, absurd storyline that demonstrates the lengths that humans will go to for a dog's attention, with the help of Pup-Peroni treats.

The new work, entitled “Amnesia” is directed by prolific director Harold Einstein. It's now airing across TV, online video, and social platforms and showcases how Pup-Peroni® celebrates the special one-of-a-kind connection pet owners share with their four-legged best friends.

“All pet owners like to think their dog is loyal to them – but we know loyalty really lies with whoever is offering them the tastiest treat,” said Erica Roberts, Chief Creative Officer, BBH USA. “Our latest work pushes the ‘Be Your Best Friend’s Best Friend’ platform into comedic absurdity with an unlikely hero – a man with amnesia remembering how to win back his dog’s affection with Pup-Peroni.”

“Remaining top of mind with today’s dog owners is paramount,” said Christine Hoffman, Senior Director, Integrated Consumer Experience, The J.M. Smucker Co. “Our new campaign reminds pet parents that if they ever feel their dog’s allegiance wavering, all they need to do is open a fresh bag of Pup-Peroni treats and they’ll quickly regain that best friend status – at least by association.”

This professional campaign titled 'Amnesia - Be Your Best Friend’s Best Friend' was published in United States in May, 2023. It was created for the brand: Pup-Peroni, by ad agencies: BBH USA, PSOne, and Publicis. This 360° medium campaign is related to the Pets industry and contains 1 media asset. It was submitted about 1 year ago.


Client: J.M. Smucker – Pup-Peroni
Campaign Title: Be Your Best Friend’s Best Friend, Amnesia
Agency: PSOne

Chief Creative Officer, BBH USA: Erica Roberts
Senior VP Group Creative Directors, BBH USA: Peter Defries, Alan Wilson
Creative Director, Copywriter, BBH USA: Sam Mindich
Creative Director, Art Director, BBH USA: Rodrigo Nakaza
Creative Director, Art Director, Formerly Known As: JR Harris
Senior Art Director, Formerly Known As: Art Germer
Group Executive Producer, PXP: Lauren Schneidmuller
Producer, PXP: Perry von Stade
Senior VP, Director, Business Affairs, PXP: Robin Oksenhendler
Senior Business Affairs Manager, PXP: Deanna Gattie
President, Groupe Client Lead, BBH USA: Yuri Lee
SVP, Group Account Director, BBH USA: Gina Leone
Account Director, BBH USA: Lauren Andreassi
Account Supervisor, BBH USA: George Khandji
Senior Program Manager, Formerly Known As: Akyra Kelley
EVP, Strategy Director, BBH USA: Jennifer Baldwin
Associate Strategy Director, Brand Planning, Formerly Known As: Rachel West

Production Company: dummy
Director: Harold Einstein
Exec. Producer: Michael Kanter
DP: Glynn Speeckaert
Production Designer: Patrick Lumb
Wardrobe Stylist: Courtney Arthur
Hair/Makeup Artist: Allyson Joyner

Editorial Company: Arcade NY
Editor: Sean Lagrange
Assistant Editor: Samuel Barden
Producer: Arlene Perez
Senior Producer: Fanny Cruz

VFX Company: The Mill
Executive Creative Director/Shoot Supervisor: John Leonti
Managing Director: Anastasia von Rahl
Head of Finishing: Thomas Downs
2D Artist: Aditi Khosla
Producer: Emily Stave

Color: CO3
Color: Company 3
Colorist: Tim Masick
Color Producer: Ryan Moncrief
Color Assistant: Stephen Winterhalter
Head of Production: Kevin Breheny

Audio, Sound Design & Mix Company:
Audio Mixer & Sound Designer: Steve Perski
Producer: Cammie McGarry & Lauren Boyle
VO Casting: Alexa Magnotto


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