South Africa’s fastest-growing pet retailer has flipped the script – and the camera – creating the world’s first television commercial filmed entirely by pets.
Petshop Science handed creative control to the only audience that truly matters: the pets themselves. No humans behind the cameras. Just pure, unfiltered curiosity and instinct, with every frame captured by dogs and cats – and even a parrot – as they “shop it like it’s hot” on their own terms.
Made possible by advances in ultra-light pet camera technology, the production team safely mounted Insta 360 cameras to specially fitted harnesses and collars – and gave canine stars Roxy, Pudding, Cool, Phoebe, and Ollie as well as feline favourites Zachary, Gabriela and Leila, free reign in a Petshop Science store.
What follows goes exactly as you might expect: method acting at its finest – darting down aisles, abrupt stops, lazy stretches, and the extensive sniffing of premium pet food, treats, toys, and veterinary-approved essentials from leading local and international brands. This all while filming at snout height, with zero concern for framing, immersing viewers straight into the thrill of the action.
The well-being of the actors was at the heart of every decision made during this production and a dedicated animal welfare officer remained on set throughout, monitoring every interaction with the animals.
Whilst working with animals surely offered its own distinct challenges, the actors were true professionals – each with their own unique, and often heartwarming stories.
The four cats all come from the same home and are closely bonded, which ensured that they were relaxed and comfortable enough to just be their playful selves.
Phoebe was also a super fun little dog to work with, and has the most special skills, even trained to detect contaminants in wine and track lost cats. She took everything in her stride and seemed to be thoroughly enjoying the shopping experience.
And then there was the largest hound on set, Roxy – a rescue dog who, when adopted was so unnerved that she was unable to respond to even the most basic commands. Through patience, dedication, and expert training, she has been transformed into one of the most reliable and talented canine performers in the industry, having now appeared in three major feature films – and now the world’s first ad filmed by pets!
This innovative ad is just another way in which Petshop Science continues to disrupt South Africa’s multi-billion-rand pet market. Launched in 2021, the business has grown to 174 stores across all nine provinces, and a partnership with Sixty60 enables same-day delivery in scheduled 60-minute timeslots, moving everything from 25kg bags of dog food to last-minute treats.
The retailer also recently unveiled an exclusive premium private-label range of dry dog and cat food, developed with veterinarians and animal nutritionists to deliver complete, balanced nutrition made with natural ingredients.
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Author: Lusisipo Ndongeni from Shoprite Group on behalf of Shoprite Group.
Online Journalism: This type of journalism is published online, often on websites or social media platforms. Online
journalists often use multimedia elements, such as videos, photos, and interactive graphics, to tell their stories.
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