PetSmart has launched its Partners in Pethood – pet parenthood – campaign, featuring actresses Anna Faris and Jennifer Coolidge.

“The idea of Partners in Pethood is based on a simple premise: 'Parents of Pets' are a lot like parents of children and they love their pets as much as parents love their kids,” said Phil Bowman, PetSmart executive vice president, customer experience. “Our experiences with pethood are told through different types of pet parents, from the new, concerned pet parents to the ‘cool’ pet parents. They might be a little eccentric, but they’re definitely entertaining and – we hope – endearing.”

The PetSmart Partners in Pethood story, created by advertising agency GSD&M, begins with a series of short films and ads that feature relatable pet parents in the throes of pethood – highlighting relatable antics such as the over-protective parent, new parents and the overly competitive mom. These stories are brought to life by the recognizable improv of GO Film director Christopher Guest, actor, director, writer, musician and composer. Guest is joined in two spots by Faris and Coolidge.

In the journey of pethood, PetSmart says it is the partner of choice because of its knowledgeable associates, wide range of services and stocking customers’ favorite brands – whether their kids have two legs or four, whether they have fur, scales or feathers.

“The PetSmart Partners in Pethood campaign is based on the fact that just like with kids, pet parents want the best for their pets. They don’t always know what they should be doing, but as their partner, we can help them through it all,” said David Lenhardt, PetSmart president and CEO. “At PetSmart, we’re every pet parent’s partner, and we’re here to share in the joy, here to help them find solutions and, ultimately, here to have fun with them during their journey through pethood.”

PetSmart’s new campaign launched on TV and through a fully integrated campaign featured in five 2-minute mini-films online and carried through print, digital and social media.