During the festive season, John Legend and Chrissy Teigen, coupled with Kismet, a pet brand, and Dr. Kwane Stewart, participated in a charity event organized at the Pasadena Humane Society. The project, made in conjunction with ‘Chewy Claus,’ the campaign by Chewy, which is the main partner in the project, aims to feed the shelter animals with the letters written to Santa, thus getting the donations doubled up to Christmas Eve. The celebrities’ involvement in this effort shows their commitment to the continued support and promotion of animal welfare during the festive period.
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Asking nothing in return, the [heroic] wintertime magic was made much more delightful not only with the presence of the biggest stars but also the big surprise of soft and sloppy puppy kisses. Kismet, pet wellness brand, collaborated with John Legend, Chrissy Teigen, and Dr. Kwane Stewart, and brought them all in one day to the shelters of Kismet for their partnership at the Pasadena Humane Society. A very soft and tender feeling was the main focus of the stated mission.
It was definitely much more than mere photography. The meeting was a major part of the campaign with Chewy, the online pet supplier, and the meeting was taking place in a very important part of the campaign. They have this ‘Chewy Claus’ thing going on where you can pen a letter in the name of your pet. For each letter that is sent, Chewy gives out food to the less fortunate pets. And this Christmas they have increased the giving: Each letter now gives ten meals instead of five. The project is well on its way to hitting a staggering target of 16 million meals provided.
Kismet put it this way: their main goal is to repay the pets. The film showed the team playing with the dogs and a voice praising the daily work of the staff at the Pasadena Humane Society. ‘These dogs are worthy of the entire planet,’ the narrator commented, ‘and this crew is there for them day in and day out.’
The online reaction to the event was, as expected, ‘a flood of heart emojis and encouragement.’ One of the followers of the brands involved in the event expressed her feelings in the following manner: ‘I am so in love with this!!!! Our favorite brands.’ Another one did not hesitate to share his feelings and characterized the act as kindheartedness. ‘Our furry friends are always the most unreciprocated—the least expected—ways of showing love and care make a big difference,’ their comment read. ‘It’s incredible how much a simple act can denote.’
Someone claiming to be a worker at the shelter came with a thank-you note saying, ‘Thank you for visiting us in our shelter!’ and was soon followed by another comment that took a more general view, ‘Thank you for all the pets.’
The promoter’s message seemed to have a magical effect. One pet owner commented, ‘Just written my letter to Chewy Claus,’ and added the Santa emoji to reinforce the message.
Nevertheless, not all responses were positive ones. The post elicited a couple of strangely aggressive responses from one account, with comments such as ‘What the hell is wrong with you’ and ‘Get the hell off those pups.’ Despite being a stark contrast to the good vibes, these comments were just a weird and negative blip that most people scrolled past. The focus was still on the cause.
It is really hard to imagine that Legend and Teigen, with their great love for animals, and also having pets, would not see their involvement as a natural extension of their public personalities. Dr. Kwane Stewart, the ‘Street Vet’ recognized for working with homeless pet owners, brings both clinical authority and compassionate grassroots to the event, thus being a blend. The event also brought to mind Chrissy Teigen’s mother, Pepper Thai, whose family values resonate with this charitable spirit.
It’s a tale as old as time, really. The celebrities use their platform for good, the brand joins the picture with a cause, and the write-a-letter method is so easy that it allows everyone to participate. Furthermore, the double contribution up to December 24th brings a time bomb with a hint of urgency that adds to the overall Christmas spirit.
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In the end, the math is simple but very powerful. More letters lead to more meals. More meals allow the shelter’s resources to be stretched further. And for the animals at Pasadena Humane and other shelters, it means a full stomach and a bit more hope in a season that is meant to be all about joy. The movement is still on, sending out the message that sometimes the best gifts are not even wrapped. This message of legacy is something John Legend understands well, having recently honored musical influences.
