South African Retailer Petshop Science Debuts World's First Commercial Filmed Entirely by Animals

Petshop Science, a leading South African pet retailer, has unveiled a groundbreaking advertising campaign that creators claim is the first in the world to be filmed entirely by animals. The project, titled "AI"—an acronym for "Animal Innovation"—symbolizes a radical shift in creative control from humans to pets. The campaign sought to capture the world through the eyes of animals, utilizing their natural curiosity and instincts as the primary directorial tools, standing in stark contrast to traditional commercial productions dominated by human intervention and direction.

The production of this unique commercial was made possible through the application of sophisticated modern technology. The filming crew, which included representatives from the advertising agency 99cents and the production firm Massif, attached ultra-lightweight Insta 360 cameras to custom-made harnesses and collars designed specifically for the participating animals. The cast featured a diverse group of pets, including dogs named Roxy, Pudding, Cool, Phoebe, and Ollie, cats named Zachary, Gabriela, and Leila, and even a parrot. These animal participants were granted complete freedom of movement within a Petshop Science retail location. The resulting footage immerses the viewer in a world seen from the height of a dog’s nose, where the visual narrative is driven by spontaneous sprints, sudden stops, and the close-up investigation of various store products.

Maintaining the well-being of the animals was a central pillar of the entire filming process. A dedicated animal welfare officer remained on set throughout the production to oversee every interaction and ensure a stress-free environment. Among the animal performers, a dog named Phoebe stood out due to her unique background in detecting wine contaminants and searching for missing cats. Another highlight was Roxy, a rescue dog who initially did not respond to basic commands after being saved from a shelter. However, through patience and care, she became one of the most reliable performers on set, having previously appeared in three major feature films before joining this project.

Petshop Science, currently positioned as the fastest-growing pet retailer in South Africa, is using this campaign to challenge and redefine standards within the multi-billion dollar pet market. Established in 2021, the company has rapidly expanded its footprint to include 174 stores across all nine provinces of the country. The retailer has also formed a strategic partnership with the Sixty60 service to ensure a 60-minute delivery window for its extensive product range. Trevor Paxton, the General Manager of Petshop Science, emphasized that the commercial reflects the brand's dedication to prioritizing the animal's perspective when making product-related and strategic business decisions.

According to Krgi van Rensburg, the Group Creative Director at 99c, the absence of traditional studio lighting and choreographed moments allowed the team to capture an authentic and unfiltered view of the world. The commercial is currently being broadcast on a national scale, offering audiences a unique visual experience that essentially represents "method acting" in its purest and most instinctive form. By removing the human lens, Petshop Science has provided a rare glimpse into the genuine joy and curiosity that pets experience when exploring their own world.