As online retailers grow, PetSmart is losing visibility and emotional connection with pet owners. We need to reestablish ourselves as the trusted personal destination for pet parents, devoted to giving their pets the best life possible.

This campaign positions Petco as the go-to source for pet owners to find everything they need to make their pets happy and content. Every product, service, and experience matches the high standards our pets expect. “For Your Superior Being,” lets pets speak about how well they live compared to their owners. After all, our pets truly rule our homes, and only PetSmart meets the high standards their lifestyles demand.