Petco is sidestepping traditional pet store ads focused on products with a new $15 million "The Power of Together" campaign that positions pets as full-fledged family members. The first 60-second ad features moments such as a dog pulling a man in a wheelchair and bottle-fed kittens. The ads speak about "what pet parents most cared about, which was that bond they had with their pets," said Elizabeth Charles, chief marketing officer at Petco.

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