The humor and the sheer grossness of seeing a human eat a cat treat in this campaign, paired with an unconventional approach for the sector, has landed it our top ad of the day.
Similar to its recent spot for Marmite, ad agency Adam&EveDDB has taken an on-the-surface bog-standard statistic and transformed it into an entertaining narrative. Coupled with a silly tone, the ad adopts a fly-on-the-wall style that keeps viewers highly engaged and wondering just how far the 'cat tests' will go.
Each participant is offered - and in some cases even goes so far as to eat - the cat food. It's a moment of disgusting hilarity, the culmination of the surreal journey the viewer has gone on, which definitely leaves a lasting impression.
We love this ad because it's attention-grabbing and puts the product front and center while breaking away from usual cat food ads, which are typically very pet-focused. This ad shows what can be achieved in the sector with a bit of out-of-the-box thinking.
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