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Knit one, purr more... Getting inside a relaxed cat's head

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Knit one, purr more... Getting inside a relaxed cat's head by Tree Elven on 17/08/2021
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  • Creative
  • Informative
  • Controversial
  • Amusing
  • Creative
  • Informative
  • Controversial
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Sensuality, science, and - dearie me - even a spot of consent education as this musical ball of feline fantasy enjoyably unravels in front of our eyes. Watch it and say you don't like it - dare you! Cat lovers in Russia were the first to be treated to the one-minute 'Purr More' promotion for Whiskas, which has a proud tradition of creative cat work such as the 'Kitten Kollege' ad series. This first-of-its-kind ad features a suite of films from Bafta-winning animator/director Nina Gantz and original Cat music from National Symphony cellist and 'animal composer' David Teie. Erm, 'cat music'? Seriously? Well yes. For those who tune into the trend for 'scientifically proven' tidbits - as if your cat purring weren't proof enough - “Cats listen to sounds at different frequencies to humans, so we’ve created a piece of music that appeals to their unique audio range,” explains Teie. His work has been endorsed by the Journal of Feline Medicine: a clinical study measured cats' stress scores (CSSs) with silence, classical music, and cat music while being examined by vets, and also captured physiological responses. Cats showed significantly lower CSSs in response to cat music during visits to the veterinary clinic. What do you think of the ad? Loving it? Well, get this: Whiskas plans to print a limited-edition, collectible 'Purr More' vinyl. Each vinyl has a fish printed on the top that will revolve when played and entertain cats as they enjoy the music. Influencers will be invited to play it to their cat and share the interaction on TikTok, encouraging others to do the same. Sorry, we don't know where to get one of those. Just hit Replay on the ad for the moment.... And leave us a comment if you care to - ADDS is independent, we love to hear your thoughts on the campaigns that catch our eye!

Keywords: Whiskas Purr More, cat commercials, animation in ads, cat music, Mars Petcare, music to relax cats, AMV BBDO, animal composer David Teie, animator David Stankler

Comments

Blimey! As a life-long cat owner, this one had me from the first few frames. Creative, engaging and verrrrry feline. The stroking the tail and hand slap was a very nice touch! The information you have given about the ad/campaign really added to the experience. The only downer for me is the music. I could just about stand it as tongue-in-cheek, but only just.
Stuart Harris at 17/08/2021 09:23

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