The original grumpy cat that made the world smile has gone to grumpy cat heaven but the phenomenon lives on. Samsung and BBH Singapore are the latest to use the idea with its crabby cat that it is grouchily unimpressed by a milk fountain, create a red dot laser ball, fill a pool with coloured balls of wool and even create a spectacular street parade.

Eventually its owner buys a Samsung Neo QLED 8K Samsung TV. What happens next is magic:

Hyun Min Chun, head of IMC at Samsung Electronics, stated, “The Neo QLED 8K sells itself. All you have to do is experience it. This sheer confidence in our innovation became our communication strategy. If the world’s toughest critic can’t help but be impressed by the experience, so will our customers.”

Sascha Kuntze, chief creative officer at BBH Singapore, added, “In the past, Samsung has had many animal guests in their ads from ostriches to spiders. But we never dared to put one of the most discerning animals in a story: an exotic short hair with very high standards.”

The commercial was directed by Rodrigo Saavedra with production company Immigrant Studio. The grumpy cat was played by Bebo.

 The campaign is running across TV, social media and OOH in Australia, India and Singapore, as well as the UK, US, Brazil, Mexico and Italy.