Cutwater + Hartz "unconditional love" Campaign (Flea & Tick)

Ad Agency
Video advertising:

The campaign unveils Hartz's fresh brand platform, entitled "unconditional love." It celebrates the shared life – a two-way relationship – between owners and their furry friends by providing brief, authentic glimpses into the challenges and rewards of pet parenthood.

The first wave of creativity brings to life how cats and dogs need all the unconditional love that they can get during the flea & tick season, thanks to the absolute comfort (an often overlooked benefit) of UltraGuard ProMax and plant-based ingredients of Nature’s Shield.

Protection equals freedom outdoors as well as more precious cuddle and snuggle time.

The director was Rodrigo Garcia Saiz of the production company Central Films North. Editorial and VFX were executed by Acreage Editorial and Warm & Fuzzy, respectively.

The work marks several milestones, such as the new logo, tagline, and sonic identity for Hartz. It also comes on the heels of the “Deliciously De-Lick-able Delectables” campaign for Delectables wet cat treats and the “#MyOinkiesFace” social media push for the recently rebranded Oinkies dog treats.

The media strategy boasts a robust buy across nationwide digital, social, display, and search channels. Retailers include Amazon, Chewy, and Walmart.

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