×

Snapchat ‘Secret Life of Pets 2’ Lenses Let Your Dog or Cat Speak Their Minds

What’s your four-legged friend really thinking? Universal Pictures teamed with Snapchat on a unique promo for Illumination Entertainment’s upcoming “The Secret Life of Pets 2” to let Snapchatters get an earful from their furry companions.

The studio’s campaign, which launches Tuesday (March 5) on Snapchat, marks the first time Snap has sold a sponsorship for the augmented-reality facial-recognition lenses for cats and dogs, which it bowed in the fourth quarter of 2018.

Snapchat users in the U.S. using the “Secret Life of Pets 2” Lenses will be prompted to bring their dog or cat into the frame, whereupon the pet will acquire an animated mouth and take on a voice inspired by the characters from “The Secret Life of Pets 2.”

With the dog lens, one comment for pooches is, “Look at these eyes. Who’s got cuter eyes than me?” The cat versions, true to long-held stereotypes of standoffish felines, are more prickly: “Get that phone out of my face. I’d ask how you’re doing, but I really don’t care.”

For Snapchat users who don’t own a pet, the movie’s characters will pop into frame — and the Snapchatter will become a dog or cat themselves.

Universal/Illumination’s “The Secret Life of Pets 2” hits theaters nationwide June 7, 2019. The sequel to the 2016 animated hit features returning characters — terrier Max (Patton Oswalt), mutt Duke (Eric Stonestreet) and cute-but-insane bunny Snowball (Kevin Hart) — along with new characters like Rooster (Harrison Ford), a veteran farm dog, and a fearless Shih Tzu, Daisy (Tiffany Haddish). In the new film, the crew teams up with Snowball to rescue Hu, a white tiger cub.

“Snapchat is the ideal platform to bring this technology to the world,” Doug Neil, Universal’s executive VP of digital marketing, said in a statement. Snapchat’s AR features sync up with the movie franchise’s central theme of “the joy of discovering what our pets are really thinking,” he added.

Universal/Illumination has previously worked with Snap on marketing campaigns, including for “Despicable Me 3.” Other entertainment companies that have bought Snapchat Lens campaigns include Sony Pictures for “Venom” and HBO for “Game of Thrones.”

According to Snap, more than 70% of Snapchat daily active users play with or view Lenses daily on average, which translates to over 130 million people every day. The company says U.S. Snapchat users who are frequent moviegoers visit theaters at least once per month on average. A study Snap commissioned last year from NRG found that people who are Snapchat users represent 36% of all moviegoers and 50% of all movie ticket sales in the U.S.

Snapchat users can access the “Secret Life of Pets 2” AR lenses using the Snapcodes below (by either pointing the app’s camera at the code and pressing and holding on it, or by taking a picture and selecting the “scan from camera roll” option in settings):

Dog Lens

Cat Lens

Popular on Variety

More Film

  • Costa Gavras

    Costa-Gavras and Cast on Nationality, Identity, and Cinema

    SAN SEBASTIAN  —  Though he’s been based in Paris since 1955 and came up through the French film industry, director Costa-Gavras has never forgotten his roots. “Those who are born Greek,” said the Peloponnese-born filmmaker at a Saturday press conference,  “stay Greek all their lives.” The once-and-always Greek was not just in San Sebastian to [...]

  • Lorene Scafaria, Jennifer Lopez. Lorene Scafaria,

    'Hustlers' Director Lorene Scafaria: 'We Wanted to Treat It Like a Sports Movie'

    The star-studded cast of “Hustlers” didn’t just become strippers in the empowering female-helmed blockbuster — they also became athletes. When speaking to “The Big Ticket,” Variety and iHeart’s movie podcast, at the Toronto Film Festival earlier this month, “Hustlers” director Lorene Scafaria explained the extreme athleticism required of the movie’s leading actresses, who all had [...]

  • Jonathan Van NessLos Angeles Beautycon, Portrait

    Jonathan Van Ness Reveals HIV Diagnosis, Former Drug Addiction

    “Queer Eye’s” Jonathan Van Ness is getting vulnerable in his new memoir “Over the Top.” In a preview of his book with the New York Times, Van Ness opened up about his early struggles with sex and drug addiction as well as his experience with sexual assault, revealing that he was abused by an older [...]

  • 4127_D022_00003_RC(l-r.) Elizabeth McGovern stars as Lady

    Box Office: 'Downton Abbey' Dominating 'Ad Astra,' 'Rambo' With $31 Million Opening

    “Downton Abbey” is heading for a positively brilliant opening weekend after scoring $13.8 million in domestic ticket sales on Friday. If estimates hold, the feature film version of the popular British television show should take home approximately $31 million come Sunday, marking the biggest opening ever for distributor Focus Features and beating previous record holder [...]

  • Gully Boy to represent India in

    'Gully Boy' to Represent India In Oscars Race

    The Film Federation of India has chosen Zoya Akhtar’s “Gully Boy” as its entry in the Academy Awards’ international feature film category. The picture, a coming of age tale about an aspiring rapper in Mumbai’s Dharavi slum premiered at the Berlin film festival in February before opening to a wave of acclaim at home in [...]

  • Lucy-Lost

    Cartoon Forum: 30th Anniversary, Little Giants and New Generations

    TOULOUSE, France –  Celebrating its 30th anniversary, Cartoon Forum wrapped Sept. 19 having showcased the ever-growing strength of European animation. 85 projects were pitched from 24 countries at the co-production forum platform that played host to north of 1,000 investors, distributors and producers – a record number. Falling on French-speaking Belgium – Wallonie-Bruxelles – whose [...]

  • Renee Zellweger Rufus Wainwright Sam Smith

    Renée Zellweger: Judy Garland Was 'My Childhood Hero'

    Awards buzz is building around Renée Zellweger for her performance as Judy Garland, emerging as a frontrunner in the Oscar race for best actress. But for her, the real prize was paying tribute to Garland, of whom she’s been a lifelong fan. “Nobody was prettier, nobody sang prettier…the adventures she had, [she was] my childhood [...]

More From Our Brands

Access exclusive content