Sheba UK Launches Global Campaign via AMV BBDO
The new campaign ‘Resistance is Futile,’ explores the unique relationship between Sheba owners and their cats.
Sheba, the premium cat food brand from Mars Petcare, launches its new global campaign in the UK - ‘Resistance is Futile,' which explores the unique relationship between Sheba owners and their cats.
Adrian Rossi, Executive Creative Director of AMV BBDO explained the insight behind the campaign: “Who is in charge? You or your cat? Anyone who owns a cat knows the answer. Hint: it isn’t you. The cat is the Boss. In the presence of our feline friends “Resistance is Futile.”
In the first 30-second spot, a beautiful Russian Blue, turns on its charm to persuade her mesmerised owner to serve her Sheba meal - at a very inconvenient moment. It’s a tongue in cheek demonstration of the way cats get what they want from their adoring owners.
Arthur Renault, Sheba Senior Brand Manager, said: “This is a bold new campaign for SHEBA® and a new direction for the brand. With AMV BBDO, we wanted to move away from telling our story in an earnest and literalway. So we decided to focus on the humour in the relationship between cat and owner and we think that owners will identify with the idea that cats know exactly how to get what they want.”
