ManyPets followed one golden retriever from puppyhood to old age to sell lifetime cover

Showcase ManyPets' leading proposition - award-winning cover plus everyday perks like video vet advice - with authentic customer stories rather than adspeak.

One golden retriever, Ziggy, ages from puppyhood to golden years in a single seamless story - a lifetime of moments that makes lifetime cover feel obvious.

Produced and directed in-house by ManyPets' Marc Connell and Alex Doe over a six-week shoot with DP Annie Kruntcheva and stills photographer Ed Schofield; Rascal Studio handled post and VFX to age Ziggy seamlessly. TV, catch-up, digital and social from October 2024.

The campaign hit TV and catch-up in October 2024, carrying 'Here if you need us, here if you don't'; LBB's report gave no viewing or sales figures.

Award-winning pet insurance brand ManyPets unveiled an above-the-line campaign showcasing the lifetime bond between pets and pet parents, bringing real customer stories and data insights from around half a million customers to the forefront. The TV ad and integrated creative follow golden retriever Ziggy from playful puppyhood to his golden years, capturing the joys and responsibilities of caring for a pet across a lifetime - and underscoring the necessity of pet insurance along the way.

The campaign also showcases the everyday benefits available to ManyPets customers, from unlimited video vet advice to discounts on pet food and helpful guides for dog-friendly outings, culminating in the message: 'Here if you need us, here if you don't'. Ryan Wheaton, vice-president of brand, said the work illustrates how our pet lives evolve and highlights the moments that really matter; interim CMO Kate McCutchen framed it as highlighting the brand's leading proposition, inspired by real customers.

ManyPets directors Marc Connell and Alex Doe produced and directed the campaign with an internal and external team, working over six weeks with director of photography Annie Kruntcheva and stills photographer Ed Schofield to craft visuals capturing a lifetime of moments. Post house Rascal Studio created the seamless visual story of Ziggy ageing. The campaign hit TV screens in October 2024, with catch-up services, digital and social to follow.

Real customer stories and data from around half a million customers grounded the film in authentic moments.

Ageing one dog across a lifetime made the case for lifetime cover emotionally instead of logically.

Everyday perks - video vets, food discounts, dog-friendly guides - were woven in so the ad sold more than insurance.

An in-house production kept the brand voice authentic and the process nimble.

For a product defined by time, show time passing: one character's whole life proves the need better than any feature list.

The campaign reached TV screens in October 2024, extending across catch-up services, digital and social media. Wheaton said the work shows how pet lives evolve and highlights the moments that really matter; McCutchen framed it as showcasing the brand's award-winning products and everyday perks. LBB's report gave no campaign-performance figures.