Because you’re only human.
Hill’s Pet Nutrition was known as the clinical "science food” – respected, but not relatable. So they challenged us to build a deeper bond with pet people, based on a real emotion other brands avoid: Guilt. The result? “Because You’re Only Human” which turned the spotlight from pets to people — showing pet parents that we see them, faults, flaws and all. And with our science-backed nutrition, they can give more love than humanly possible.
Featured in: Adweek’s 10 Brands Officially Got Gen Z’s Attention In 2025
:60 Anthem Spot
the Humans loved it.
2.1 million earned impressions
+118% search lift
+59% brand recall
20% boost in ad recall
13% lift in brand consideration
+7 points over brand likability benchmark
+13 points over brand recognition benchmarks
+21 points over brand persuasion benchmarks
Audio Spots
Social Extensions
:15 Spots
photo library
ECD Arlo Oviatt
GCD Marie Goodwin
ACD, Art Elisa Martin
ACD, Copy Lauren Blood
Director Nicolas Jack Davies with Sweetshop
Photographers Allie & Jesse