This Sheba Cat Food Commercial Shows Just How Devoted Its Pet Owners Are
Riley von Niessen — July 5, 2016 — Pop Culture
'WHAT CATS WANT' is the title of a recent commercial done by BBDO for Sheba cat food -- a brand that's produced by 'Mars, Incorporated.'
The ad opens with a couple in the middle of an intimate embrace, then shows them enter into the man's apartment and begin to get undressed. The pair have one another's undivided attention, until the loving cat owner sees his pet staring up at him. The commercial zooms into the gaze of the cat and shows it lead its owner to the kitchen, where it knows that its Sheba cat food awaits.
The ad cuts to a close-up of the owner splitting the 'Perfect Portions' into two, with the flavor of the package luxuriously titled 'Roasted Chicken Entree.' Once feeding his cat, the man looks up to see that his date is angry for his rude behavior, however it's implied that he's left more satisfied at his cat's well-being anyway.
The ad opens with a couple in the middle of an intimate embrace, then shows them enter into the man's apartment and begin to get undressed. The pair have one another's undivided attention, until the loving cat owner sees his pet staring up at him. The commercial zooms into the gaze of the cat and shows it lead its owner to the kitchen, where it knows that its Sheba cat food awaits.
The ad cuts to a close-up of the owner splitting the 'Perfect Portions' into two, with the flavor of the package luxuriously titled 'Roasted Chicken Entree.' Once feeding his cat, the man looks up to see that his date is angry for his rude behavior, however it's implied that he's left more satisfied at his cat's well-being anyway.
Trend Themes
1. Humanizing Pets - Opportunities for brands to depict human-like relationships between pets and their owners in promotional material.
2. Disruptive Advertising - Opportunities for brands to shock or surprise viewers with unexpected and unconventional promotion methods.
3. High-concept Packaging - Opportunities for brands to elevate their packaging design to create a luxury perception of their products.
Industry Implications
1. Pet Food - Pet food brands can capitalize on opportunities to appeal to pet owners by humanizing the relationship between pets and their owners and offering high-quality packaging.
2. Advertising - Marketers and advertisers can capitalize on opportunities to create disruptive content that surprises and delights viewers.
3. Packaging Design - Design agencies and packaging companies can capitalize on opportunities to work with brands to create high-concept packaging that differentiates their products from competitors.
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