The new campaign for Sheba underlines that cat lovers will do anything for the love of their feline friends
Inspired by the astounding statistic that 1/4 of cat parents are actually allergic to their own pets, our new campaign for Sheba sees 2 characters suffering with horrifically swollen eyes, red itchy skin and sore noses as they outline the lengths that owners go to for their pets.
Sector
OtherLet’s be honest. We could all do with some kitten content right now.
This fabulous feline cuteness is delivered in spades by AMV BBDO’s latest campaign for Sheba.
Yet the campaign cuts through the cute with a punchy twist; namely, 1 in 4 cat owners are allergic to cats and still can’t resist.
According to a recent survey by the SHEBA brand, nearly 80% of Gen Z pet parents have an improved sense of well-being and fulfilment when owning a kitten. When a kitten turns on its allure, there is no turning back. Even if you suffer from severe allergies.
“We know the power that cats hold over their people,” explains Jean-Paul Jansen, Vice President Marketing, Mars Petcare. “The SHEBA brand puts cats at the heart of everything we do. With the expansion into this new kitten product line, we’re continuing to create premium offerings to build a lifelong bond between cats and their owners from the start.”
AMV BBDO Creative Partners Polina Zabrodskaya and Andre Sallowicz, added: “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.”
The campaign includes three 15-second films and print ads which all combine to provide much-needed moments of kitten-based escapism. Playfully underlining that kitten parents will indeed do anything for love; even come out in a rash.
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