PETCO WAGS THE DOG
WITH NEW ADVERTISING
Campaign Sheds New Light On New Production Techniques
SANTA MONICA -- (July 24, 2002) -- PETCO, one of
the nation's leading retailers of quality pet products and services,
kicks off a series of new television advertising at the end of the
month. Borrowing from the trend of reality television, The Phelps
Group and Jay Silverman Productions, producers of the new spots,
employed a new production model to develop the six new television
spots.
The Phelps Group and Jay Silverman Productions held an open casting
call in Hollywood for "pet pamperers," Petco's core audience
prior to traditional creative planning. From the casting call, numerous
spots were filmed and presented to Petco. From these spec spots
of real people with their real animals, three were green lighted
to move forward. The remainder of the spots, inspired by the casting
call, were created via traditional methods.
“Jay Silverman offered to partner with us to cast and shoot
a few collaborated reality-based ideas to take to the client. This
is unheard of in our business. They were involved from the very
beginning of the creative process, leading to a full integration
of creative and production. This saved the client time and money
and we were able to produce more spots because of it,” commented
Mike Cunningham, art director, The Phelps Group.
In a time when budgets have been slashed and the time to market
has been condensed, advertising agencies and production companies
are learning to work hand-in-hand to better serve the client.
Via the turn-key facilities at Jay Silverman Productions and the
collaboration of the agency’s creative staff with the production
company, the traditional, time-intensive and costly procedures of
television advertising production is being shattered.
"I am very passionate about and believe firmly in the process
of collaboration. This unique opportunity allowed us to make a difference
before the agency even presented ideas to their client. The approach
of advance casting broadened the creative and proved to be a solid
way of raising the bar while working in this new economy,”
said Jay Silverman, Jay Silverman Productions.
The Phelps Group is a fully integrated marketing firm offering public
relations, advertising, direct response, promotions, strategic alliance
and interactive services. Its clients, most of which are world leaders
in their industry, include Tahiti Tourism, Countrywide, City of
Hope, Fairmont Hotels, IndyMac Bank, Panasonic Broadcast & A/V,
Bushnell Sports Optics, Whole Foods Markets, CKE Restaurants, Inc.,
Dunn-Edwards Paints, Monrovia Growers and Pepperdine University.
PETCO, with annual sales in excess of $1.3 billion, has more than
571 stores in 42 states and the District of Columbia. To locate
the nearest store, go to www.petco.com.
The Phelps Group has worked with PETCO for more than seven years
and its campaign "Petco, where the pets go" has been the
recipient of many creative awards.
Jay Silverman Productions (www.jaysilverman.com) is dedicated to
creating a new convergence "model" for the advertising
production industry. An award-winning photographer and commercial
director, Silverman believes firmly in creating a total mobilization
of creative forces, a one-stop mecca where agency creatives and
their clients can synergize to the highest levels of creative freedom.
Owning his own state of the art, 40,000 square foot facility in
Hollywood allows Silverman to offer invaluable cost containment
that includes an acre of back lot, three sound stages, on site editing
and digital 3D effects facility. All aid in creating productions
of any scale, for any budget, along with efficiency and flexibility.
