Pets at Home, UK’s leading pet care business, providing food, toys and bedding, has released a new ad to celebrate pets.

The spot, created by The&Partnership, features a diverse cast of pet owners in everyday situations, such as early morning wake-up calls, muddy paws, cage cleaning, toilet training mishaps and mischievous puppies, and aims to highlight the ways pets enrich our lives as humans. The video also emphasizes Pets at Home’s vets, groomers and pet care advisors, who are there to help through all the ups and downs.

Serving as soundtrack is the hit single “It Must Be Love” by Madness.

Shot by award-winning director Nicolas Jack Davies, the campaign focuses on the support Pets at Home offers pet owners, including veterinary care, grooming, health plans and subscriptions and the Pets at Home VIP club.