Oh my god, these are incredible. If you don’t know the work of Christopher Guest then you’ll still appreciate the idea of “pet-obsessed nutjobs” but Guest’s improvisational, “documentary” style is a perfect fit for these ads.
If you were a fan of Christopher Guest’s classic movie Best in Show, PetSmart has the perfect campaign for you.
The brand, with agency GDS&M, hired the writer, actor and filmmaker to direct a set of commercials in his signature mockumentary style, under the tagline “Partners in Pethood.” The results are, unsurprisingly, great.
Best in Show remains one of Guest’s best movies of all time, hilarious and if you get the DVD, don’t forget to watch the extras and outtakes, they’re as good or better than the movie.