Saatchi & Saatchi is this week launching its debut work for
PetsPyjamas.com, the UK’s biggest home shopping company for pet owners,
in a bid to capture the pet pound.
Saatchis has created a pounds 15 million TV branding campaign, which
will introduce viewers to Mike the dog and Debbie the cat - the hosts of
a spoof-style daytime magazine show called Pets TV.
The stars, which are humans dressed up as animals, are seen chatting
throughout the show about the latest products from the PetsPyjamas
catalogue - a discussion that covers everything from the ultimate in cat
chic to the tastiest food on the market.
’Fifty-four per cent of UK households own a pet so you can’t
underestimate the influence of pets on our pockets,’ Charles Fallon,
managing director at PetsPyjamas and a former Saatchis account director,
The campaign comprises online, TV, press and poster advertising through
Saatchi Vision, and will run across the UK, France, Germany and
It was written by Paul Domenet, art directed by Brian Connolly and
directed by Steve Reeves of Stark Films. Media planning and buying is