The new digital campaign, Purr More, by AMV BBDO & Whiskas targets both the cat-obsessed and the objects of their obsession. The commercials are cute cat overloads – each is a view of what a cat is thinking about when it purrs or the ultimate joys in a cat’s life – wool, laundry, cardboard boxes…

Each film also contains something special for cats, a music track scientifically proven to make them feel peaceful.

“Cats listen to sounds at different frequencies to humans, so we’ve created a piece of music that appeals to their unique audio range,” stated National Symphony cellist, David Teie, who composed the music. Teie is known for writing music for specific species of animals such as cats, monkeys, dogs and horses. His work has been scientifically proven by the Journal of Feline Medicine to reduce cat’s stress levels. The Whiskas team also tested the new melody with cats around the globe, and the majority reacted positively to cat music compared to classical music or nothing at all.

Teje has also created a full playlist of music that appeals to the unique audio range of cats for the campaign. The de-stressing playlist will be available for free on Spotify and YouTube. It is also being produced as a limited-edition vinyl album with a fish printed on the top that will revolve and entertain cats while being played. Whiskas will encourage influencers to play the album to their cats and share the experience on TikTok. The Mars pet brand is also working with pet shelters and veterinary clinics to make the music available to cats that need comfort. Lastly, cat parents will be able to convert cats’ purrs into currency for more Whiskas, via digital app. The bigger the purr, the better the prize.

Alex Grieve, chief creative officer at AMV BBDO, stated, “We wanted to create an idea for Whiskas that truly mirrored their mission which, when you boil everything down, is to make cats and cat parents happy. The purr is the ultimate sign of cat happiness. So, in every piece of creative work moving forward our goal will be to create a world where cats Purr More.”

Credits

Client: Mars (Whiskas)
Global Brand Director: Lyubov Chumikova
Global Brand Manager: Nailya Alieva

Creative Agency: AMV BBDO
Chief Creative Officer: Alex Grieve
Executive Creative Directors: Nadja Lossgott & Nicholas Hulley
Creative Director: Neil Clark & Jay Phillips
Creative Team: Jack Smedley & George Hackforth-Jones
Creative Design Directors: Vanessa Fowler Kendall, Mario Kerkstra, Max Henderson & Simon Dilks
Planning Team: Lola Neves, Brian Williamson, Emily Brydon & Phoebe Fielding
Account Team: Alice Kasappian, Poppy Wilson, Ella Fanshawe, Matthew Henry, Ethan Meade & Maddie Burnell
Producers: Sophie Honour & Joe Sloane

Production Company: Blink Ink
Director: Nina Gantz
Producer: Gareth Owen

Animator: Daniel Stankler

Post-Production Companies: Blink Ink & Coffee & TV
Sound: Mark Hellaby @ 750mph 
Audio Post-Production: Mr Pape

Media Agency: MediaCom