TUFTELO
Keep the cuddles.
Lose the hair.
A commercial and three static ads for TUFTELO, built around the affection people want to keep and the fur they want to clear.
01 / The commercial
Keep the dog close.
We open with the discomfort of asking the dog to move. That gives the cleaning problem an emotional consequence immediately. The moments together establish their bond, while the quick cuts to fur make the frustration tangible.
The product demonstration comes after that buildup, so the device answers a problem the viewer has already seen. We return to the cuddle for the payoff, then close on the product and “Keep the cuddles. Lose the hair.” Warm light and the same home, woman, and dog carry the story through every stage.
- Objective
- Make pet hair cleanup feel connected to the life people want to enjoy.
- Organizing idea
- Keep the cuddles. Lose the hair.
- Deliverables
- 21.9s vertical commercial, three feed statics, campaign messaging and art direction.
- VERIDVA role
- Creative direction, copy, image production, motion, editing and sound.
The static campaign
The fur stays behind.
02 / Problem recognition
He got up. His fur didn’t.
Why we made it this way
We shaped the shed fur into the dog’s silhouette so the viewer understands what happened before reading a word. The empty seat becomes the punchline: he has moved, but the mess has stayed. Heavy, compact lettering gives the headline the same bluntness as the joke. The cream-and-orange device stands out against the dark upholstery, placing the solution inside the scene without competing with the fur outline.
03 / A new cleanup occasion
The adventure’s over. The fur isn’t.
Why we made it this way
We moved the story to the back seat to show another moment pet owners recognize: the outing is finished, but the cleanup is waiting. The leash and lake establish the trip without extra copy. A close view of the device touching the seat, with fur visible in its chamber, makes the action easy to follow. The headline connects the pleasure of the adventure to the practical job that comes after it.
04 / The emotional payoff
Dogs welcome. Fur isn’t.
Why we made it this way
We end on the relationship the commercial is built around. The close embrace, relaxed expression, and warm window light show why a clean sofa matters: it is somewhere to share with the dog. The short headline welcomes the pet while naming the frustration. A separate product inset keeps the device and collected fur clearly visible without interrupting the cuddle.
One connected campaign
One promise across four executions.
The commercial tells the story. The fur silhouette makes the problem memorable. The car ad brings it into another everyday setting. The cuddle closes on the benefit that holds everything together. Warm light, dark upholstery, and the cream-and-orange product keep the work visually connected.
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