Bravecto taps into popular culture in first work from Bastion Group
Bastion Group lets the pets do the talking in its first campaign for MSD Animal Health’s Bravecto flea and paralysis tick protection.
The agency has been handed responsibility for Bravecto’s creative and digital, and Bravecto brand manager, Chelsea Coupar, said the team was inspired by Bastion’s interpretation of the brand.
“During the pitch process, we were exceptionally impressed by Bastion’s deep understanding of the category, and the creative idea that rooted our brand in popular culture,” she said.
The new spot taps into the humour of pet owners talking to their cats and dogs as if they can understand, leveraging the use of assistive tech – a popular trope on social media – which gives pets the opportunity to speak.
Bastion Group’s CCO, Simon Langley, said: “Who better to tell pet owners about the efficacy of flea and paralysis tick prevention than the very pets who depend on it.
“This campaign takes a lighthearted, entertaining and well branded approach to highlight the key reasons why you should choose Bravecto for your fur babies,” he said.
The agency was briefed with making Bravecto’s longer lasting brand benefit more meaningful and motivating to owners and to drive higher brand requests, switching and trials. It’s solution was to lean on Bravecto’s recommendations from vets… and pets.
Coupar added: “I couldn’t be prouder of this campaign, and I think it will resonate with our target market well, tapping into the insight that so many ‘pet parents’ talk to their pets as if they can understand. I’m quite sure they do!”
The campaign went live on Sunday, and will roll across TV, BVOD, social, digital and direct-to-consumer media.
Other assets:
YouTube Short – National Dog Day
Credits:
Client: MSD Animal Health Bravecto
Brand manager: Chelsea Coupar
Digital brand manager: Helen Gilmartin
Marketing lead: Vanessa Gattellari
Technical lead: Dr Karen Lipworth
Agency: Bastion
Bastion Creative
Group chief creative officer: Simon Langley
National chief strategy officer: Angela Morris
Managing partner: Ana Lynch
Senior creative: Chris Searle
Senior creative/director: Harry Roth
Group account director: Katy Grey
Account manager: Josh Staras
Production: Bastion Make
Managing director: Jacqueline Archer
Integrated studio director: Sean Davitt
Production manager: Nancy-Maree Every
Agency producer: Carolyn Starkey
Production coordinator: Raquel Abi Ghosn
Director of photography: Tom Black
Editor: Ivan Lentell
Online: Kenneth Zeng
Colourist: Alina Bermingham
Sound: Rumble Studios
Voice over artist: Rupert Degas
Photographer: Andy Roberts
Bastion Amplify
Social content shooter: Robbie Archer
Media agency: Zenith
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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