Clemenger BBDO Melbourne & Optimum: Witness the power of less is more in advertising

Strikingly simple commercials have such a powerful impact in advertising when they’re done well. This campaign of six strikingly simple commercials by Clemenger BBDO Melbourne for Mars Petcare’s Optimum pet food is done well.

The campaign announces the launch of the brand’s kittens & cats range which, like the dogs, range is formulated to support specific nutritional needs, and aims to reinstate its premium pet food credentials. It does so with the premise that your pets don’t always know what’s good for them – luckily you do. Everything that could interrupt the message is stripped away. In each of the six fifteen-second spots there’s just an adorable animal (to make you watch), a voiceover pared down to the fewest words possible (to make you absorb the message fully) and an unforgettable look by the pet responding to the “punch line” (to imprint the ad in your brain).

Mars Petcare portfolio manager, Miguel Rivera, stated, “Optimum is a heritage brand in the pet food category, leading through their scientific formulations available in Grocery. The new campaign Lucky You Do reflects how important it is to deliver customised nutrition for every dog and cat in Australia, at each of their life stages. We are excited to relaunch the brand with a new look & feel, that is fully integrated to generate mass awareness.”

The campaign is running across TV, OLV, social, SEM, OOH, sampling and in-store.