SEATTLE, WA – For agency Little Hands of Stone’s third and latest campaign for Rover, the world’s largest online marketplace for loving pet care, they focus comedically on the potentially thorny issue of how one’s friends and family actually feel about looking after someone else’s pet as a favor. The new national “Cone of Secrecy” campaign features three 30-second spots that all break in March. The broadcast spots will be supported by a two-minute digital version of the digital ad that will be seen on YouTube.
“Our partnership with Rover works well for a handful of reasons,” Matt McCain, Co-Founder of Little Hands of Stone says. “One, they are fully invested in standing out in the pet care category. Two, they lead authentically and embrace pet ownership’s hard realities. Lastly, they don’t shy away from uncomfortable topics, such as friends and family talking openly about not wanting to watch someone else’s pet. It aligns with our authentic, honest, insight-driven approach to storytelling.”
Directed by McCain and Little Hands of Stone Co-Founder Mike Boychuk, the “Cone of Secrecy” campaign features real people wearing a pet care cone to hide their identities for fear of offending those close to them with their true feelings. In the spots, unseen faces, identified only by vague name tags on their lapels that say “Beloved Son” or “Co-Worker,” share their most exasperating experiences watching others’ pets.
“We know that before pet parents discover Rover, they often turn to friends, family and neighbors to care for their beloved cats and dogs when they leave town,” said Megan Teepe, SVP Global Growth at Rover. “While this may be convenient for pet parents, the reality is that our friends and family often aren’t the best pet care fit. They might not be ready for all that comes with taking care of someone else’s pet, or even want the role. The ‘Cone of Secrecy’ gave us a fun way to let these people get some things off their chest from a place of love.”
McCain notes that the new campaign represents a big tonal shift from the previous campaign, the sweet-natured “To My Hooman”.
“The ‘Cone of Secrecy’ work is meant to tackle a separate business challenge for Rover – how its main competitors are pet owners’ friends and family,” McCain says. “Giving real people the chance to vent some mild grievances anonymously lent itself to a bit darker, grittier comedy. One participant was legitimately concerned about her identity being revealed. She wouldn’t even mention the breed of the pet she was taking care of. That validated our key strategic insight: friends, family, and neighbors often get into pet-sitting situations and have no idea how to escape them.”
About Little Hands of Stone:
Founded by Micheal Boychuk and Matt McCain in 2019, Little Hands of Stone believes that
the key to pulling off big, audacious goals in a hyper-efficient way is putting hyper-excellent people together. Our tight core of veteran, full-timers brings big experience from boutiques, production companies, the world’s largest agency, and high-ups at Amazon’s global in-house creative group that help brands ‘move the rock’ creatively. They do that in part by drawing from a diverse pool of A-list collaborators to build custom teams for each stage of each challenge.
About Rover:
Founded in 2011 and based in Seattle, Rover is the world’s largest online marketplace for pet care. Rover connects pet parents with pet providers who offer overnight services, including boarding and in-home pet sitting, as well as daytime services, including doggy daycare, dog walking, and drop-in visits. To learn more about Rover, please visit www.rover.com.
Creative Credits:
Client: Rover
Project: “Cone of Secrecy” campaign (2:00, :30×3)
Airdate: March 2024
Senior Director of Brand Marketing: Kate Jaffe
Head of Growth: Tom Sullivan
Head of Creative: Stacy Mangum
Senior Growth Marketing: Jaimee LaTorra
Sr. Creative Program Manager: Annie Richards
Video Marketing Manager: McKinley Lovett
Agency: Little Hands of Stone, Seattle
Creative Directors: Michael Boychuk, Matt McCain
Account Supervisor: Brooke Braafladt
Head of Creative Operations: Tiffany Stone
Production Company: Little Hands of Stone, Seattle
Directors: Michael Boychuk, Matt McCain
EP: Gabe Hajiani
DP: Mather McKallor
Editor: Mather McKallor
Music Composition & Arrangement: Rob Scherzer
Craft Services: Mr. Block Crafty