Resolve - Resolve sniffs out talent when facing its toughest challenge

They say never work with children or animals but when you’re the UK’s leading pet cleaning product, it comes with the territory. Resolve set Another agency its Toughest Test - a shining example of nominative determinism – to take a campaign from briefing to realisation on a breakneck nine-week schedule.

Faced with the sticky – and some might say annoyingly mundane – issue of dealing with pet mess, Resolve turned to Another and its extensive network of creative and production experts to deliver a campaign that packs an emotional punch - without the pungency.

With all the unpredictability that working with pets can bring, there was only one choice of director for the shoot, Philip Clyde-Smith. A strong visual storyteller, his particular skill comes in his experience as an editor where he finds a way to deliver emotion with efficiency – absolutely critical on this project. To this we can add patience and persuasion, as his commercial work and branded content brings out the most natural, emotionally-engaging performances from the Toughest Test’s furry featured artists.

While shot in London with the UK-based Clyde-Smith, the campaign was exclusively for the US market and it’s testament to the in-depth research and nuanced approach from Another and Clyde-Smith that the Resolve ad feels instantly recognisable to a US audience.

The final film for the Toughest Test has the swan-like serenity of a long-considered and crafted brand campaign but it’s also an example of Another’s ability to step into the breach when timings are tight and an agile response is required. 

As the saying goes, the best laid plans can go awry but even though the process faced a number of obstacles, Another was able to take control and drive the campaign forward to meet its objectives. This agility is down to Another’s unparalleled access to a broad range of top-tier industry professionals and the inherent flexibility built-into its end-to-end production process.

“Each time an obstacle appeared the team showed resiliency to pivot and assertiveness by taking the right actions that led us to the best and final version of Toughest Test. The ad is live in national TV, stream TV and YouTube since end of September 2024. I am thrilled to share with all my fellow pet parents,” said Claudia Figueroa, Resolve marketing director