In the era of Instagram and Vine, anyone can be a celebrity—even your cat. This PSA for the Best Friends Animal Society eschews the traditional approach of having a television star endorse the campaign. Instead, TBWA\Chiat\Day LA looked at the current glitterati of Instagram pet photos, tapping the massive followings of the Internet’s hottest pets.

Tiny cat @iamLilBUB, goofy-faced Chiweenie (that’s Chihuahua-Dachshund) @tunameltsmyheart, wide-eyed @nala_cat and the treat-loving super-terrier @ginny_jrt are the faces of the campaign, and will post a film to each of their individual Instagram feeds, sending it directly to millions of pet-obsessed followers. The PSA, which features all four of the starring pets, will air simultaneously, reminding us how easy it is to adopt a new best friend.