The classic cat food commercial is an indulgent plunge into cat-love. AMV BBDO has twisted that tried-and-true formula into the most unexpected cat campaign for Sheba’s Perfect Portions Wet Kitten Food. Its cat lovers are allergic to cats. They are shown loving their kittens despite their swollen eyes, and streaming sore eyes.

The US campaign was inspired by the knowledge that 1 in 4 cat owners are allergic to cats. And if you love your kitten that much you’ll give it whatever it wants.

The commercials follow all the sentimental cat food ad tropes – even the cheesy love song. They are running across social and digital, supported by print as well as OOH executions located near pharmacies in New York City.

AMV BBDO creatives, Polina Zabrodskaya and Andre Sallowicz, commented, “This insight confirms that people will do anything for their kitten – including enduring sneezing, itching, and swelling – all in the name of love; we wanted to capture this portrait of cat ownership and celebrate the willingness to give in.

Credits:
Client: Mars Pet Nutrition (Sheba)
Client Team: Fernando Silva, Liz Franks, Bernardo Simoes and Corinne Cordell

Creative Agency: AMV BBDO
Chief Creative Officers: Nicholas Hulley & Nadja Lossgott
Creative Directors: Polina Zabrodskaya & Andre Sallowicz
Creative Team: Rachel Tweedy & Jamie Chang
Agency Planning Team: Phoebe Fielding, Kerrie Boyes & Lola Neves
Agency Account Team: Alice Lindsay, Richard Mitchell, Poppy Wilson & Laura Balfour
Agency Producers: Lindsay Hughes & Kieran Sadler
Art Producer: Sophie Alliott
Designers: Marion Rossignol & Mario Kerkstra
Media Agency: EssenceMediacom

Production Company: Biscuit Filmworks
Director: Angelo Cerisara
Producer: Tom Ford
Editor: Amzek Vladislav 

Post-production Company: No. 8
Producer: Glen Percival 
Grade: Tim Smith
Audio Post-production: No. 8
Sound Designer: George Castle
Photographer: Sam Gregg
Producer: Sylvie Champenois @ Picture Club
PR Agency: Weber Shandwick USD