I promise, Cranky readers, I’ll get the cats out of my system soon. But not before I review “Chewy Chatty Pets: Joy,” a 30-second TV commercial from pet-product online retailer Chewy produced in collaboration with award-winning creative agency 72andSunny.
Regular readers will note that it’s been a while since I wrote a Cranky ad review; I’ve just been so underwhelmed by the commercials I’ve seen recently that nothing has been worth the bother. The fact that I’m watching less TV nowadays may be part of the reason, but it’s also true that every commercial break appears to me as a tiresome blur of hyper-diverse faces mouthing tedious dialog while a little timer in the top-left corner of my screen counts down the seconds until the ads end and I can finally go back to watching my show.
The only reason I even know about this Chewy commercial is because of Ladybug, the little homeless cat I wrote about in my last blog post. I was down the street discussing her with my neighbor, Paul, and he asked me if I’d seen the new Chewy ad with the talkative kitty who places an order using the mobile app on her owner’s phone.
Apparently, the ad had tickled him because he pulled out his phone and started searching for the commercial so he could show me.
Fortunately for us, the ad is a winner, shining a spotlight on pets’ playful personalities as it brings their inner voices to life.
“Oooh, we’re firing up the Chewy app,” says Joy, a cuddly Scottish Fold cat, as the commercial opens.
“What do we want delivered every month?” she ponders, already giving voice to the ad copy’s second key message.
“Hmm. Clumping litter? Resounding yes. Salmon pate? Love that for me . . . Some of those catnip toys. Just choose the frequency annnd, ship it.
“We did it. I feel so accomplished. Now you can pet me,” Joy says to her owner and immediately ducks away.
“OK, that’s enough,” she reprimands gently. “You’re literally so annoying. Just kidding. Love yoouuu,” she ends, purrfectly capturing the schizophrenic personality of cats.
The closing voiceover: “Get fast, free shipping for all your pet’s needs. Chewy.”
(Wait, is that the same voiceover actress we heard in the Gillette Venus Pubic Hair and Skin Razor commercial? By golly, I think it is.)
Below: “Chewy Chatty Pets: Joy,” the 30-second commercial spot featuring a talkative cat.
What the Chewy “Chatty Pets” commercial gets right
It makes my cranky heart happy to say that this ad is a textbook example of effective advertising.
For one thing, it doesn’t obscure the brand the way a lot of commercials do. Right from the get-go, we see the words, “Chewy Presents: Chatty Pets” in large white text. The voicework says the name and we also see the Chewy logo at the top of the phone as Joy’s owner thumbs through the app.
Speaking of the app, we get a nice view of it here. Can you imagine having to praise an ad for showing the product the ad is meant to advertise? It sounds like table stakes, but these days, it’s something a lot of ads and ad creatives fail to do.
Then, there’s Joy. Easily the star of the show, this effusive feline is sure to capture the attention of cat lovers — as the creators of this ad no doubt knew, given the adorable closeups and copious screen time she’s given. I give major props to the ad’s copywriter as Joy’s humorous inner monologue perfectly captures the mercurial nature of cats and garners even more affection for the brand.
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Is there anything this ad could do better? If there was, would it matter? Look, we’re not saving lives here (to borrow a phrase popular with marketers today). What’s here is wonderful and basically perfect. If only more advertising was created with as much skill and care as this.
Chewy’s “Chatty Pets” commercial: The Cranky Ad Review verdict
Ultimately, Chewy’s “Chatty Pets: Joy” commercial succeeds for much the same reason as “Love Story” from HomeGoods, the subject of my last ad review.
The execution is true to the brand and true to the consumer. Every frame, every word is carefully crafted to capture the interest of the target audience and connect with them with heart.
No shouting, no stupid voices. No dumb jokes or crazy mascots.
This is smart, engaging advertising that shows the product and tells pet lovers why they would want to use it while employing canny creative to build affinity for the brand.
To a cranky ad reviewer like me, it’s catnip for the soul.
Cranky Ad Review rating: Five pet-friendly stars out of five.
11/5/22 correction: Thanks to Cranky reader Randi442 for pointing out that the cat in this commercial is most likely a Scottish Fold cat and not a Chartreux cat as I had originally stated. (Also see the comment below from Cranky reader “D R” to learn why the floppy ears that Scottish Fold cats are bred to have are actually the result of a genetic mutation that can cause pain and problems for the cats. In short, don’t support this type of breeding!)
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Wow. Thank you for educating me on the perils of Scottish Fold cats. I have always loved that breed, thinking those flat ears were so cute. I had no idea that they endure so much discomfort and lifelong problems due to this deformity. I agree–breeders should STOP “creating” this breed which only causes pain and misery for the poor kitties.
You bet, Mary! And again, thanks to Cranky reader DR for sharing this info.
Funny thing, my wife and I were just discussing Scottish Fold cats and the genetic condition that gives them problems. I’d mentioned to her how glad I am for DR’s comment, and how I hope it might help others and even make a small difference in the world. And here you are! Thank you for reading and for taking the time to comment.
Is there anything this ad could do better? Yes, absolutely.
Don’t use a scottish fold cat breed that have genetic cartiledge abnormalities which come with significant problems and pain, I cannot support chewy’s commercial. In effect is supporting the continuous ownership and thus breeding of these animals which live with this problem most of their life. It is a selfish, human egregious error to breed these cats which researchers agree should be stopped and chewy should definitely not be using them in a commercial.
Wow, D.R., I had no idea.
For the benefit of other Cranky readers: the floppy ears inherent to Scottish Fold cats are a genetic mutation that affects the cartilage in these cats’ bodies. The defect causes the ears to fold under the weight of the ear, giving the cats an owl-like appearance. The problem with breeding these cats is that this genetic mutation can affect the rest of the cats’ bodies as well, causing lifelong pain and incurable diseases such as arthritis.
I have to say that I’m with you, D.R. I’m not a big fan of the mess we humans have made of the world — just look at the state of advertising — and here is yet another case where our influence and interference are doing more harm than good.
Thanks for letting us know.
While it’s true that some Scottish Folds (& Highland Folds, the long-haired ones) do have some genetic abnormalities, as the owner of 2 greatly missed Folds, I disagree with the blanket condemnation of breeding *any( of them. Robbie & Perry were loving, lively & HEALTHY all their lives until old age & non-genetic illnesses took them from us. I wish I could afford another! But we got them from qualified, careful breeders, & were diligent in looking after their health, as we always were with our other cats over the years. Why not more concern about preventing those abnormalities? Many breeds of cats and dogs have various genetic problems, many caused by faddish breeding; I am a foe of those poor German Shepherds who are bred for sloping hindquarters which cause back and leg problems, for example. I’m currently with my last cat, an elderly Maine Coon male rescue & have sadly concluded that I’m becoming too old to have another of any breed; I don’t want my cat to outlive me & no one wanting to take him or her in, especially if that cat is aging too.
Just a correction, this is NOT a Chartreux cat. They are blue-gray with regular cat ears. This may be a Scottish Fold cat because of the slicked-back ears. Otherwise, agree with your review completely. One note about the Liberty Mutual and GEICO ads, I learned when I took my first advertising class in college that an annoying ad may cause you to remember the product as (or even more) effectively as a clever one! Maybe that’s why we see so many of them…
Thanks for the correction, Randi! The cat in this commercial does indeed look to be a Scottish Fold cat and not a Chartreux cat as I had stated. I have corrected the error in my review.
As to your second point: I agree, annoying ads get attention. But I would argue that this is not the kind of attention brands want. As I have often said on this blog, what good is getting people’s attention if all they want to do afterward is kick you in the balls? No, bad ads are bad for brands. Smart advertisers would do well to give their audiences pleasant, memorable experiences to build positive associations with the brand.
Thanks for writing!
Love the chatty pet ads. “The peanut butter box is here” and the chatty cat. But they have changed the ad to one that mentions “price” and is no longer funny. The voice has changed too. No longer like the new cat ad, like the original one. Not sure why they had to change it.
They had to change it because the original voiceover sounded like a stuck up c-u-next tuesday.
Are you referring to the voiceover in the ad I reviewed? Because if you are, your opinion is objectively wrong. I award you no points and may God have mercy on your soul.
Agreed. The chatty cat commercial is no longer funny. The original ad nailed the true nature of cats, snarky and condescending.
Agreed on Looney Tunes, Joe. Absolutely hilarious to this very day!
Alas, we are never going to escape advertising. So if I have to be subjected to it, then I appreciate the ad makers doing their best to at least make an ad that’s relevant to the brand and respectful of the audience. Talking animals have been done forever, yes, but if I’m a brand like Chewy, then sooner or later, I’m pretty much obliged to use them.
Hey, speaking of Looney Tunes. One of the biggest laughs I ever got from them was when I was about 10 years old. I was watching Foghorn Leghorn become exasperated with a young round-headed rooster boy or some such, and he lamented, “That boy, I say, that boy is about as sharp as a bowling ball!”
I howled for minutes on end, and to this day I can’t think of it and not at least smile.
Thanks for writing.
Ah, yes. That Foghorn Leghorn observation is likely something Jed Clampett would muse about Jethro.
When I’m having a particularly bad day, I keep the Bugs-Daffy-Elmer Fudd “Shoot me now” colloquy on my phone for handy viewing. Re-sets my mood.
Right on Rob! Great ad, funny, and dialed in for cat owners. But with three to feed, I’m still going to Farm and Fleet for my needs!
Farm and Fleet, you say? I don’t believe we ever tried them for cat food. Thanks for the tip! We’ll check ’em out online.
Love this commercial and your review on it. Makes me want to buy more of their products for my Kitty.
Do it, Dee. I’m sure that will make her very happy!
I was not familiar with this ad til I just saw it via your post. But I am familiar with the two dogs (one named Giorgio) yapping like a couple of London street urchins when a box shows up.
Call me crankier than you, but I’d hoped that talking animals in TV ads died with Morris the Cat.
These ads don’t irk me as much as the perpetually enraging Liberty Mutual crap or the Dodge Truck mumbling tough guy voiceover shit, but I can do without them.
If I want talking animals, I’ll stick with Looney Toons and be much, much happier.