ManyPets Gets Tails Wagging to Put Pet Parents and Animals in Perfect Sync

ManyPets has collaborated with creative company 20(SOMETHING) to launch Tailmates, a fresh campaign platform that repositions pet insurance around the reality of modern pet-parenting – where pets don’t just live with us; they live like us.

Launching on Boxing Day and running into early 2026, the campaign introduces a bold, ownable visual device. Throughout the ad, pet-parents are depicted with the same tail as their pet, appearing together in warm, humorous scenes that reflect the way pets shape our daily lives. Whether navigating the morning routine together, sitting down to eat, heading to the barbers or simply relaxing at home, Tailmates taps into the truth that pets are, quite literally, part of the family.

The idea grew from a desire to shift away from the industry’s reliance on fear and worst-case scenarios. While competitors lean on anxiety to push people toward a decision, Tailmates celebrates the love, routine and companionship that defines today’s pet–parent relationships. With three in four pet owners saying they feel closer to their pet than their partner, the work embraces this cultural truth and positions ManyPets as the brand that understands – and supports – people who naturally put pets first.

The shared tail became the campaign’s signature asset: a playful, surreal symbol that instantly communicates the depth of each human–pet relationship without needing an explanation. Early explorations ranged widely, but tails stood out for being distinct, funny and endlessly adaptable across formats. The environments remain grounded in real pet-parent life, with characters cast for individuality and authenticity so each pair feels instantly believable.

Production blended practical SFX with VFX enhancements to give the tails natural movement and expressive, synchronised sway. A punchy soundtrack drives the rhythm of each scene, giving the tails personality and attitude, while the cinematography and design lean into a warm, heightened reality. Editing emphasises timing and musicality, making each moment feel like a small slice of everyday life shared between people and the pets they adore.

Andrew Barnard, co-founder of 20(SOMETHING), said, “From the moment we met the ManyPets team, it was clear how deeply they understood the lives of pet-parents. With Tailmates, we wanted to create something visually iconic that captures the humour, humanity and depth of those relationships. It’s a rare brief that lets you build something this simple and this distinctive – a platform that the brand can flex, evolve and have fun with for years.”

Instead of relying on functional messaging or category tropes, Tailmates reframes the brand around the ease, support and flexibility ManyPets brings to everyday life with pets, told through a simple, relatable idea with strong cultural and visual legs.

The platform was co-developed with ManyPets’ in-house creative team, including creative director Marc Connell and senior creative lead Alex Doe, working closely with 20(SOMETHING).

Shane Larkin, chief marketing officer of ManyPets, said, “As a brand built around supporting pet-parents, we wanted a campaign that reflected just how much pets are part of everyday life, in some cases playing more of a role than other people! Tailmates captures that two-way bond with warmth and humour.”

Tailmates will roll out across TV, VOD, digital, social and performance channels, landing at the start of peak pet insurance season.