The objective of the campaign is to increase brand awareness and consideration among pet parents. Research indicates that most dog owners don’t like the idea of sending their dog to a kennel or having to call in favors from friends and family to dog sit. A survey of pet parents conducted by Rover found that 43 percent said they had opted not to travel for the holidays because they didn’t want to leave their dog at a kennel. Rover provides a welcome alternative. With Rover, pet parents can find and book trusted, highly-rated dog people in their own neighborhoods, who are backed by the security of a nationwide company.
Since dogs are the core of everything Rover stands for, the ads feature five dogs as the lead characters. The stars of the campaign include Brigitte, a French Bulldog who loves to sing and dance, and was previously cast as Stella on “Modern Family.” Another dog in the commercial, Vegas, is a Jack Russell Terrier mix who was rescued off the streets of Las Vegas. He’s an acting vet who’s ridden in helicopters, limos and in the arms of A-list celebrities for past roles. A third, Cecil, believes bloodhounds are lap dogs too, and his best tricks are hiding under the bed and drooling all over everything. And finally, Jacie and Jovie are chocolate Labradoodles who were adopted together so they could play the same role when they go to work. Jacie’s favorite trick is putting her toys away, and Jovie’s favorite hobby is chasing her tail.