Cat food brand Sheba just released a new campaign, showing the only thing cats really want is its fresh and saucy recipe.
Created in partnership with AMV BBDO and directed by Grandmas through Academy Films, "All I Want Is Sheba" consists of two humorous spots depicting pet owners trying and failing to please their feisty felines.
In the ads, enthusiastic cat owners shower their pets with lavish gifts, such as a plush toy fish and an interactive toy robot — only to be met with complete disinterest.
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The camera then zooms in on the cat’s eye, revealing a reflection of Sheba cat food.
A look of realization comes over the owner’s face, and we then see the cat enjoying a healthy serving of their favorite meal.
Both spots end with the cats nuzzling up to their owners, reinforcing the brand’s promise of both pet and parent satisfaction.
Sheba Taps Into the Minds of Cats
The campaign promotes Sheba’s new product lines Sheba Kitten and the Sauce collection.
The two commercials will be rolled out on broadcast TV and various social media platforms.
In addition, static posters, billboards, and digital OOH displays feature images of unimpressed cats that can only be won over by Sheba.
"We're thrilled to unveil this new campaign that not only entertains and engages cat parents, but also instills the confidence and assurance needed to choose Sheba for their beloved feline companions," Fernanda Berti Crepaldi, European brand manager for Sheba, shared.
The campaign is part of Sheba’s ongoing "Resistance Is Futile" platform, also spearheaded by AMV BBDO.
The platform previously featured similar ads that highlight the unpredictable, mysterious nature of cats, and how their humans are unable to resist them.
Aside from traditional ads, "All I Want Is Sheba" also cheekily includes a social and digital component that lets cat owners who have experienced rejection request free samples of the Sheba Sauce Collection.
Initially launched in the U.K., Germany, France, and Poland, the campaign will gradually expand to other markets worldwide throughout the year.
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Editing by Katherine 'Makkie' Maclang
