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How Sing It Kitty scored viral hit – but Wren clothing’s ‘First Kiss’ is the one breaking YouTube records

I know we’ve done a lot on Three’s ‘Sing It Kitty’ ad and it’s not, as some wags have suggested, that we’re receiving backhanders from agency Wieden+Kennedy (with stern Caledonian Neil Christie in charge? Pull the other one Jimmy).

But this behind-the scenes film from the wizards at production company MPC is worth a look.

Not least for the creative dress codes. Shades of black at W+K and lumberjack shirts at MPC. Must be the difference between Shoreditch and Soho.

On the YouTube front (a key target, obviously) Sing It Kitty seems to be peaking at five million whereas Tatia Pilieva’s ‘First Kiss’ for Wren clothing is closing fast on 50m and seems set to eclipse even ‘Dumb Ways To Die.’

Will it score as strongly in the awards stakes?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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