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New AMV Sheba campaign shows pussy priorities

AMV BBDO ECD Adrian Rossi doubles as a cat expert thus: “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’.”

Which is the theme of a new global campaign by AMV for Mars Petcare’s Sheba featuring a Russian Blue at a rather inopportune moment. First things first..

Sheba senior brand manager Arthur Renault says: “This is a bold new campaign and a new direction for the brand. With AMV BBDO, we wanted to move away from telling our story in an earnest and literal way. 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.”

The campaign is currently live in Germany, Japan, Australia and USA and launched online and on TV in the UK on August 14. Additional content will be launched on Facebook in September and the campaign supports the relaunch of Sheba which includes a packaging upgrade, new products and in store promotions.

Sheba’s Mr Renault is right to be pleased. This is the best sort of British advertising: economical, funny and to the point.

MAA creative scale: 9.

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