Ever wondered what a cat is thinking when it’s playing with a dripping tap or the on-off button on a lamp? If you’re a cat owner, you fascinated by its curiosity and really want to know what it’s thinking (according to research).

So that’s what AMV BBDO has provided in its new Whiskas campaign in the UK.

Each of the three 20 second videos explores the inner world of an adorable tabby, highlighting its curiosity. The films are also “cute cat video,” the kind that go wildly viral.

Katie Griffiths, Whiskas UK brand director, explained, “At the Whiskas brand, we understand that cats see the world in a wonderfully unique way. We have launched this campaign to celebrate and bring to life the character trait that makes cats truly distinctive – their curiosity. We want to use this to connect with our audience in new ways, bringing to life our expertise and strengthening the understanding and bond owners have with their cats”.

The three ads share one ending – the cat is distracted by the sound of a Whiskas pouch being opened in the kitchen, and he runs through the house to dive into the food.

“Creating a new brand platform for an iconic brand like Whiskas is a formidable task. Based on the insight that what owners love most about their cats is their curious characters, we created Feed Their Curiosity. It’s a celebration of what makes cats such unique and beguiling companions and Whiska’s role in nurturing it. We wanted to delve inside the minds of cats and bring them to the screen like never before. The ads use a fusion of whimsical copywriting and stunning animal cinematography to draw viewers in so they can experience the world from a cat’s unique and curious perspective,” AMV BBDO creative directors, Alex Grieve and Adrian Rossi, noted.

The campaign will run on TV in the UK and online up to Christmas and will continue into 2017, supported by social media content.

Credits:

Creative Agency: AMV BBDO   

Creative directors: Alex Grieve & Adrian Rossi

Copywriter: Charlotte Adorjan

Art director: Michael Jones

Planner: Herve Hannequin

Producer: Tara Megson

Account Managers: Olly Clark, Laura Etherington & Helen Limbrey

Production Company: Knucklehead

Director: Charlie Crane

Producer: Tim Katz

Audio post production: Sam Ashwell @ 750mph

Post Production: Finish

Media Agency: Mediacom