In today’s fast-paced, always-on culture, quality time has become a luxury. As life accelerates, even our downtime is fragmented – interrupted by notifications, doomscrolling and binge culture. For brands, this presents both a challenge and an opportunity: how do you engage audiences when attention is fleeting?
That’s the opportunity Pet Valu captured with its “Playtime” campaign which encourages people to take a break from watching TV and have fun with their pets instead. “Playtime is not a nice-to-have; it’s essential,” says Idan Driman, vice president of marketing at Pet Valu. By inserting a squeaky toy sound into ad breaks, the brand bridged the gap between screen time and real time, giving viewers a reason to look up and engage.
The campaign speaks to a broader shift identified in an Amazon Ads report, “Elevating Everyday Moments: The role of brands in quality time and entertainment.” While more than half of consumers say they get 10 hours or less of quality time a week, nearly 70% want those moments to offer rest, recovery, or meaningful connection. Pet Valu’s campaign meets this need by creating something that enhances downtime rather than competing with it.
Watch the video to learn how brands can build campaigns that are as empathetic as they are effective.
