Unconditional Love

Agency: Cutwater


Leading petcare brand Hartz and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have partnered together to launch an all-new brand platform and national campaign.

“The Talk” (Cat)

The brand platform, entitled “unconditional love”, celebrates the shared life between pet families and their cats and dogs. As all those with furry friends can attest to, this physical and emotional intertwinement is a two-way relationship built on happy, healthy homes. The campaign provides brief, authentic glimpses, almost a window, into the challenges and rewards of pet parenthood.

“The Talk” (Dog)

The first wave of spots reinforces Hartz’s trusted flea & tick offerings. “The Talk” highlights an often overlooked element in protection: comfort. The narratives capture honest conversations by pet parents about keeping their fur babies not only safe from unprotected pets, but also comfortable with the soft and stretchy UltraGuard ProMax Cat and Dog Flea & Tick Collars. “All Bees, No Fleas” focuses on the power of plant-based ingredients. The imagery visualizes a pet owner and dog intimately bonding indoors and outdoors — complete with adorable matching outfits — thanks to the maximum botanical Flea & Tick protection of Nature’s Shield. The pieces were directed by Rodrigo Garcia Saiz of production company Central Films North. Editorial and VFX were executed by Acreage Editorial and Warm & Fuzzy, respectively.

“All Bees, No Fleas”

“Unconditional love. It is a brand promise to be there for the good, the bad, and the ugly. And a great description of why Hartz makes so many products that deliver on all aspects of living with pets”, explains Cutwater Founder and CCO Chuck McBride. “Our approach for the flea & tick creative was to focus on the relationship and the concern that comes naturally when pet parents are about to let their loved ones venture outside.”

The work debuts several milestones, such as the new logo, tagline, and sonic identity for Hartz. It also follows the “Deliciously De-Lick-able Delectables” campaign for Delectables wet cat treats (Squeeze Up and Lickable Treat) and the “#MyOinkiesFace” social media push for the recently rebranded Oinkies dog treats. Both projects featured influencer collaborations throughout Instagram and TikTok.

This professional campaign titled 'Unconditional Love' was published in United States in June, 2023. It was created for the brand: Hartz, by ad agency: Cutwater. This Integrated medium campaign is related to the Pets industry and contains 3 media assets. It was submitted about 1 year ago.


Client: Hartz
Chief Marketing Officer: Tina LeLay
Senior Director of Marketing: Stacy Kisla
Senior Director of Marketing: Gregg Herman
Senior Manager, Ecommerce Marketing: Kimberly Moran
Brand Manager: Aaron Baumgarten
Assistant Brand Manager: Alexandria Garcia

Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes

Senior Art Director: Alexandra Ebright
Senior Art Director: Lexi Lanzi
Senior Copywriter: Taylor Smith
Designer: Hichem Kherbachi

Strategist: Jake Baldridge
Director of Creative Strategy & Head of Social: Viktor Torbjörnsen
Social Media Marketing Manager: Ashley Feminella

Executive Producer: Jason Souter

Head of Media & Communications: Lizzy Ryan
Associate Media Director: Caitlin Delaney
Senior Media Supervisor: Holly McKinzie

Group Account Director: Courtney Griffin
Account Director: Brett Harris
Account Executive: Marc Cruz

Project Manager: Ana Elejalde

Production: Central Films North
Executive Producer: John C. Barreiro
Director: Rodrigo Garcia Saiz
Producer: Maeliosa Tiernan

Editorial: Acreage Editorial
Editor: Crandall Miller

Post / VFX: Warm & Fuzzy
Head of Production: Chris Grey
VFX Supervisor: Elliot Fan
Producer: Andrew Jerez


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