• by Tanya Gazdik , July 18, 2024

Pet-food brand Nulo continues its support of athletes and their pets with a new TV spot.

The campaign, which officially kicked off last fall, emphasizes the pivotal role pets play in the lives of elite athletes. The brand released the first round of ads and social featuring the athletes in May. 

The campaign features a mix of digital media, print, and television ads. The cornerstone is a 60-second television spot that debuts today on NBC Universal and ESPN.

It showcases Nulo’s team of athlete ambassadors and their pets, highlighting some of America's most decorated athletes, including Simone Biles, Caeleb Dressel, Gabby Thomas, Regan Smith, Ryan Crouser, Chase Kalisz, Anna Hall, and Jessica Long.

The spot, “Every Dream They Hold,” is based on the “Fuel Incredible” campaign. 

The spot was created by Nulo's in-house creative team and directed by Kelly Lipscomb of Widespread Creative.

The spot begins at the break of dawn as each athlete awakens with their pets and prepares for the day. It tells a story of perseverance, illustrating the ups and downs of a rigorous training schedule and the emotional support their pets provide in their quest for excellence.

“In the stillness of dawn, every champion's journey begins with a dream. They say greatness is forged alone, but look closer,” according to the voiceover. “At Nulo we celebrate the unspoken bond, the companions that don’t count laps, only moments with you. In the solitude of struggle and in the thrill of victory — they’re more than just pets, they’re teammates. They say ‘keep going friend’ with every purr and every tail wag. Nulo helps nourish the dreams, both two-legged and four. For every champion’s journey, for every dream they hold, behind them stands a pet, whose inner athlete dreams too.”

The spot ends with the tagline: “Nulo. Fuel incredible.” It includes a QR code where consumers can go and see more about the athletes and their pets. 

"Many of us benefit from the companionship and emotional support of our pets, and that includes some of the world's most recognizable athletes," said Michael Landa, Nulo’s Founder & CEO, in a release. “With this initiative, Nulo aims to highlight the vital role pets play in supporting these athletes. There's a genuine connection between the dedication these athletes show in maintaining high-performance diets for themselves and their pets.”