Even the Fussy Cats

Whiskas has launched a new integrated campaign to showcase the great taste and variety of its new range, featuring Tasty Mix, Duo and Pure Delight.

“‘Whiskas - Even the Fussy Cats”, developed with AMV BBDO and running across TV, radio, and online, brings to life the wonderfully fussy nature of cats by using a mix of live action and CGI to enter the glorious, quixotic mind of a feline pet. The complexity of cats is part of what makes being a cat owner so rewarding and occasionally exasperating. It's a fact that they love one toy one day and are completely disinterested the next, will drink only from the tap, never their new water bowl and eat chicken like it’s going out of fashion before suddenly turning their nose up at it.

The hero film, directed by Renee Zhan at BLINKINK, shows viewers the innermost thoughts of a cat, highlighting its fussy nature in full glory, zooming in on a salon (a room full of licking tongues), a maze of cardboard boxes, a kitchen with giant kneading paws ‘making biscuits’, a wall of taps for those cats who loathe water bowls and the classic laptop bed.

In the centre of all these areas is the Purr Room, complete with a ‘purr-o-meter’ with its ‘Not today’ and ‘Yes Please’ markers. It’s in this very room that a cat owner attempts to please their fussy pet, trying to make the cat purr with all manner of various treats, from toys to fish biscuits, all of which are rejected. But when a plate of tasty new Whiskas is offered, the cat rushes to eat, purring with approval and sending the purr-o-meter into overdrive.

In short form social, the new varieties of Whiskas are showcased in short-form, tailored assets featuring our fussy cat hero choosing from a conveyor belt of different Whiskas options or, from a cat’s eye view flicking between options before making a selection.