A pair of new spots sponsored by Iams and edited by Sloane Klevin of bicoastal Union have contributed to the adoption of more than one million pets, since their debut this past holiday season. “I’ve adopted pets many times,” says Klevin, who became involved in this project when producer Diane Burton of Saatchi (with whom Klevin had worked on campaigns for Cheerios, Pampers and Yoplait) recommended her to the producer of this campaign, Dani Stoller. “Diane felt the job was right up my alley in terms of emotional content.”

In the tender, charming spots, which feature VO from TV and Film star Felicity Huffman, adoptive owners bring their pets home and attempt to bond with their new charges. The first moments are awkward for both parties, but as the ads attest, the real reward in adopting a pet, “is when the pet adopts you.”

“In addition to supporting a good cause, these are strong commercials narratively speaking,” says Klevin. “There’s a real progression, a passage of time, and a sense of where the relationship between the animals and adoptive owners will go from where the spots leave off. I found it very real, relatable and very sweet.”

Of course, there’s a difference between adopting a pet - and working with one on set. “(Director) Stevan Treshow was working with a cat that was in no mood to perform,” muses Klevin. “But Stevan got a lot of great footage of the guy, so the spot came together beautifully.” How about the dog? “The dog had so many great moments it was hard to choose which ones not to use,” Klevin explains. “The dog was a terrific actor!”

The campaign was originally slated to run only through the holiday season; however, given the number of adoptions the spots have generated, Iams has continued to run the ads into the new year. More info is available at iamshome4theholidays.com.

Agency: Saatchi & Saatchi
Agency Producer: Dani Stoller
Art Director: Cynthia Herrli
Copywriter: Vanessa Fortier

Production Company: Foreign Films
Director: Stevan Treshow
DP: Eigil Bryld
EP: Federico Fasolino

Editorial Company: Union
Editor: Sloane Klevin
Assistant Editor: Eric Argiro
Editorial EP: Caryn MacLean

Music Company: Siblings
Music: Mario Grigorov
Audio Post: Sound Lounge
Sound Mix: Phillip Loeb

Titles: Lifelong Friendship Society

Telecine: Company 3
Colorist: Tom Poole

Online: Union

VO talent: Felicity Huffman