Pet Supplies Plus stores have a smaller footprint than most pet supply chains. They do that intentionally, to make the shopping experience easier on their customers. The “Minus the hassle” campaign was born out of that idea: shopping for pet products can—and should—be easy.
So, what do you get when you take two dogs, 10,000 plastic balls and a couple of cardboard boxes? “Big Box vs. Small Box”—a spot that calls out Big Box retailers (aka PetGoliath) for making shopping for pet products anything but easy as customers (or in this case “Canine Demonstration Artists”) are left searching for the things they need.