To introduce STAINMASTER’s new PetProtect carpeting system, GSD&M created the “UnShame Your Pet” campaign, based on the “pet shaming” Internet phenomenon. Pets featured in the work are caught in the act of being pets—tracking mud through the house and rolling around on the carpet. Fortunately, their owners have installed the PetProtect™ carpet system, so there’s no need for shame or worry; cleanup is easy. The PetProtect™ system allows consumers to “UnShame” their pets.

Creative elements will include digital display banners, print and a custom PetProtect™ mark, in addition to two 30-second TV spots and online video, both of which feature Brenda Lee’s “I’m Sorry” track. The campaign will run through February on national and cable programming and online properties.

Credits:

Agency: GSD&M
Client: STAINMASTER®
Launch Date: Jan 13, 2014
Spot Title: Accident
Executive Creative Director: Jay Russell
Creative Directors: Glen Sheehan, Joel Davis, Andy Miller
Writer: Jon Miller
AD: Nathan Hardy
Executive Producer from GSD&M: Bill Wine
Producer from GSD&M: Susan Lazarus
Production Company: Beef & Pie
Executive Producers from Production Company: Karen Yates
Director: Michael Woolf
Director of Photography: Andrew Yates
Music: “I’m Sorry” Brenda Lee
Experience & Insights: John D’Acierno
Project Manager: Lara Cirkovic
Director of Business Affairs: Jennifer Kennedy
Account Service: Ronnie Steck, Brett Meldrum, Mandy Gatton