By Minda Smiley | Reporter

August 8, 2016 | 3 min read

While a number of brands have sent out a tweet or two to celebrate International Cat Day, Honda is going all out for the holiday this year with a “catvertising” campaign complete with a short video, GIFs and memes.

Created by RPA, the campaign includes a 30-second video called ‘Meow is the Moment’ that features a number of cats who begin to sing a rendition of The Go-Go’s 1984 hit ‘Head over Heels’ when they lay eyes on the 2016 Honda CR-V.

The social campaign is an extension of Honda’s summer clearance campaign, which is called ‘Now is the Moment,’ and will live on Honda’s Facebook, Twitter, Instagram, YouTube and Tumblr channels.

According to the agency, “every kitten that came to set was a rescue, director Jared Eberhardt is a cat whisperer, our cat vocalists include a human voice actor, and we ironically couldn’t play the track on set or the cats would lose focus.”

The campaign comes as cats continue to take the internet by storm. Last year, Pew found that 45 percent of people who post videos online are posting footage of a cat or other animal, while a separate study found that people who watch cat videos feel more energetic and positive afterwards.


EVP, CCO: Joe Baratelli

SVP, ECD: Jason Sperling

Associate Creative Director/Art: Scott McDonald

Copywriter: Joshua Hepburn

Art Director: Craig Nelson

Copywriter: David Bassine

SVP, Chief Production Officer: Gary Paticoff

VP, Executive Producer: Isadora Chesler

Producer: Faye Armstrong

VP, Director of Business Affairs: Maria DelHomme

Executive Digital Producer: Linda Kim

Digital Producer: Connor Gomez

Digital Production Coordinator: Jackie Fuhrman

VP, Associate Director, Digital Marketing: Aaron Dodez

Manager, Digital Strategy: Mike Dossett

Sr. Specialist, Digital Content Strategy: Tyler Sweeney

Specialist, Digital Content Strategy: Joe Cole

EVP, Management Account Director: Brett Bender

SVP, Group Account Director: Fern McCaffrey

VP, Management Supervisor: Adam Levitt

Account Supervisor: Lauren Ellis

Account Executive: Kira Sullivan

Account Coordinator: Ashley Hartwell

Product Information Manager: Marco Fantone

Product Information Coordinator: Marius Stelly

Production Company: Partizan

Director: Jared Eberhardt

Executive Producer: Lisa Tauscher

Head of Production: Molly Griffin

Line Producer: Bridget Blake-Wilson

Director of Photography: Simon Thirlaway

Editorial/Post FX: Bo’s House of Visual Arts

Editor: Will Gabriel

Post Producer: Eddie Granado

Post Producer: Alex Johnson

Visual Effects Artist: Christopher Doulgeris

Colorist: Robert Curreri

Music: HUM

Executive Producer: Debbi Landon

Producer: Caroline O’Sullivan

Executive Creative Director: Jeff Koz

Creative Director: Scott Glenn

Arranger: Gabe Sokoloff

Arranger: Josh Loucka

Engineer: Daniel Hart

Mix: Lime Studios

Re-Recording Mixer: Dave Wagg

Assistant Re-Recording Mixer: Adam Primack

Executive Producer: Susie Boyajan

Advertising RPA Honda

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