Viral hit tick number one: cat. Ok, this cat is CGI. It still counts.
Cute kid: tick two. Cute kid performing hit song with gusto: Becomes ticks two and three. Rousing hit song – Starship’s We Built This City: tick four. Silliness: tick five.
Interactive component: tick six. As part of the campaign, client Three has created a website that lets users create a personalised version of the ad using their own photos.
Sing it Kitty (shareable title, tick seven) was written by Chris Lapham, art directed by Aaron McGurk and directed by Traktor through Partizan.
W+K’s aim is to outdo its own The Pony spot, in which a CGI pony, Socks, moonwalked to Fleetwood Mac’s Everywhere and has received 8,515,238 views on YouTube in its 11 months live. Sing ig Kitty has had 955,280 views in two days so far.
Tom Malleschitz, marketing director of Three, stated justifiably, “…as the network built for the internet, we understand people’s behaviour online and know that cute, silly, or unexpected images and videos are what make people tick.
