Pet food brand Purina has gone crazy viral several times over with adorably heartwarming ads produced in collaboration with SoulPancake, a production studio that says its ultimate goal is “to open hearts and minds through smart and hopeful content that uplifts, inspires, and helps us all figure out what it means to be human.”

Their first smash video, titled Kitten Therapy, surprised stress-ridden strangers with kitten playtime in 2014 to promote the Tidy Cat litter brand, garnering more than 9 million views to date. This collaboration was followed up with the #PowerOfPuppies campaign in March, which surprised unsuspecting dog lovers at a preschool, retirement home, and gym as part of a Puppy Chow campaign (1.8 million views and counting).

Now, Purina Puppy Chow and SoulPancake — alongside social video creative agency Reach — have launched their latest collaboration, which also happens to tout an uber-generous giveback component. Titled Puppy, We Need To Talk, the new video campaign shares stories about how dogs make their owners’ lives better by helping to lift their moods, decrease stress levels, and make their lives more active. Check out the clip, which features pet owners reading letters of gratitude to their dogs and which has garnered nearly 100,000 views in just five days, right here:

In addition to spreading heartwarming cheer, Puppy Chow has also vowed to give back to shelters across the country. The brand will donate a pound of Puppy Chow Natural dog food to shelters across the country — up to 100,000 pounds through Jan. 1, 2017 — for every video view on Puppy, We Need To Talk. The brand is also encouraging dog owners to use the hashtag #BetterHuman on social media to share anecdotes about how their pets have impacted their lives.

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