Aug 2026

In the latest campaign for Jinx titled If You Love Someone, Let Them Know, the premium pet food brand leans into the profound, unfiltered emotional bond between humans and their canine companions. Rather than focusing solely on the nutritional specifications of the product, the commercial centers on actor Chris Evans as he navigates daily life with his own rescue dog. The narrative highlights intimate, authentic moments of connection, from playful sessions in the grass to quiet, tender interludes during mealtime in a sun-drenched kitchen. By utilizing a cinematic live-action technique, the project successfully captures a sense of genuine joy, bolstered by the strategic use of slow motion to emphasize the physical warmth of their interaction. The visual language relies heavily on soft, natural light, which elevates the mundane activities of pet care into a polished lifestyle story that feels both aspirational and deeply relatable. Produced by Max Cooper with creative direction from the team at Erich & Kallman, the film bypasses standard CPG marketing tropes in favor of a narrative-driven approach. The result is a sincere, atmospheric look at the role high-quality nutrition plays in sustaining the companionship that defines the human-dog relationship, grounding the brand identity in emotional resonance rather than just functional utility.

Vertical, Commercial, Warm

Natural light

CPG / Packaged Food

Kitchen

Advertising Campaign