• by Larissa Faw , November 25, 2020

Colgate-Palmolive (C-P) is introducing an advocacy campaign to raise awareness for the company’s Hill’s Pet Nutrition. Red Fuse Communications, the cross-agency WPP team servicing the C-P business and a part of VMLY&R created the spot, with assistance from Bipolar Studio.

The “Feed the Love” creative educates owners about the dangers of pet obesity by emotionally tugging on viewers' heartstrings. Each of the two animated films — Poochini and Moto — follow a dog and cat owner, respectively, and their beloved buddies as they try to enjoy their everyday lives, despite the pet’s weight challenges. The solution is to change what goes into their bowl.

A 30-second version of The Poochini spot will air during the Macy’s Thanksgiving Day Broadcast on NBC during the holiday weekend. Moto’s spot will air January 31 during the Grammys.