Petsmart Underdogs

Reptiles, rodents, birds, fish, and insects have been second tier for too long. Petsmart will show what makes these less common pets the true MVPs.

A man with gray hair and a beard making a facial expression of annoyance or mild pain, wearing a black shirt, is on a TikTok video on a smartphone. There is a snake on the table in front of him, which appears to be a ball python, with its head raised. The TikTok username is @petsmart and the video is titled "Pet Whisper." The app interface shows icons for home, search, a plus button, inbox, and profile at the bottom, and liking, commenting, and sharing options on the right side.
Smartphone screen showing a social media app featuring a man holding a guinea pig at the top and a close-up photo of a guinea pig at the bottom, with icons for home, search, create, inbox, and profile at the bottom.

By recruiting renowned dog trainer Cesar Millan, Petsmart will create a Tik Tok channel where he teaches viewers how to train and handle all of Petsmarts non traditional pets. Dogs are his specialty, so there may be a learning curve. But that’s what makes it entertaining.

Tik Tok pet owners will compete to see who can best apply their newly acquired “pet smarts”.

Petsmart will turn the winning pet contestants from Cesar Millan’s Tik Tok channel into our in store mascots.

Three promotional posters for adopting pets, each featuring animated animal characters and storytelling themes. The first shows a guinea pig with a red background, the second a leopard gecko with a blue background, and the third a fish with a blue background.
A terrarium with a bearded dragon inside, set on a stand in front of a window overlooking a street with cars and a bus. The terrarium contains sand, rocks, and wood.

          In store and OOH audio exhibits

Entrance to a Pet Smart store with pet-themed decor and banners for a mascot meetup event, featuring images of guinea pig and ferret characters and a man named Cesar Millan inside.

Cesar Millan will meet all the winning pets in person. Tik Tok fans can ask him training questions, or simply praise him for being the king of the pet kingdom.

A PetSmart store with a large sign advertising a mascot meetup event featuring animated animal characters including a parrot, gecko, guinea pig, snake, ferret, and fish. The store has posters of guinea pig Gib-Gib and ferret Finneas displayed at the entrance, and a sign inside with a person named Cesar Millan.
A bearded dragon inside a glass enclosure with a sign that reads "Scan Me! Listen to the story of Fran the Fancy Bearded Dragon" and a QR code. The enclosure contains a piece of wood, some yellow-green plants, and a thermometer/hygrometer. The bearded dragon is resting on the rocks at the bottom of the enclosure.