The Drum Awards for Marketing EMEA - Awards Show

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On Valentine’s Day, Olivia Munn attests that nothing quite compares to the unconditional love of an adopted shelter pet. Munn, along with actor Rachel Bloom and NFL star Logan Ryan share their stories in the new #AdoptPureLove campaign from the Shelter Pet Project, a collaborative effort between the Ad Council, the Humane Society of the United States and Maddie’s Fund.

The campaign, which encourages shelter pet adoption by highlighting the unique bond between adopted shelter pets and their owners, was created with the help of J. Walter Thompson New York.

#AdoptPureLove includes TV and radio spots featuring Munn, Bloom and Ryan and their shelter pets. Munn appears with her dogs Frankie and Chance. Bloom is seen with her dog Wiley, and Ryan spends quality time playing catch with his pups, Leo and Julius.

The new campaign also features the stories of three everyday people and their adopted shelter pets. One showcases the relationship between Ahnya, a young girl with Asperger’s syndrome, and her shelter cat Lucky, which gives her comfort. Another stars Navy veteran Brian and his shelter dog Tommy, who has helped him transition back into civilian life. A third story highlights the unbreakable bond between Renee, a student, and her shelter dog Turtle. All emphasize that shelter pets are a little bit of a lot of things – some are cuddlers, some are balls of energy, some are natural comedians – but all of them are ‘pure love.’


JWT New York

The Ad Council

Shelter Pet Project

Maddie's Fund

Humane Society of the United States