VITRO’s television campaign for Petco played off the “co” in Petco (which is the Latin prefix meaning ‘together’), while positioning Petco as more than just a company but rather a COmpanion, a COllaborator and a COpilot in helping every pet parent strengthen their pet relationships. Television spots incorporated real consumer-generated videos showcasing powerful “moments of together” in an authentic and sincere voice. VITRO’s “Power of Together” commercial was the single most effective television spot during the period it launched according to audience research firm Ace Metrix.