According to the cats in a new campaign for PetSafe’s ScoopFree self-cleaning litter box, humans are harvesting cat poop and shuttling it to the moon in an alien conspiracy that appeases our otherworldly creators.
Agency Humanaut partnered with PetSafe for a follow-up to 2016’s Catspiracy campaign to promote the litter box – a hands-free device so effective at keeping litter boxes fresh and clean that the cats of the world are convinced it is proof of a global conspiracy wherein humans harvest cat poo for profit. Plus, it combines two of the most social themes on the internet – cat videos and conspiracy theories.
Catspiracy 2.0 picks up where the original 2016 campaign left off. With nearly three million views on YouTube, the video’s tagline summarizes the product from the kitties’ point of view: ‘ScoopFree: A high-tech robot machine that harvests your cat’s poop so you can sell it on the black turd market and make billions or even millions.’
In a new 15-second spot, a nervous feline narrator directs viewers to “Get the facts at Catspiracy.com.” In longer versions, the tabby and his paranoid pals expound upon their theories. Among them: Area 51 might actually be a real-life ‘Area No. 2,’ the moon (aka ‘The Night Ball’) is likely a giant sub-zero storage facility for poo, and aliens are probably in on it, too.
“Ever wonder why the rich and powerful have always kept us close at hand?” wonders the British Shorthair 'Cindy Clawford', as images of Abraham Lincoln, George Washington and Henry VIII with feline companions appear. Clawford’s question is rhetorical, because she knows the answer goes deep.
“We saw such an overwhelming positive response to the first Catspiracy video,” says Humanaut chief creative officer David Littlejohn. “People were actually asking in the comments to see the sequel.”
Humanaut also created cheeky Catspiracy memes for PetSafe that will run on social media and the Catspiracy.com site to spoof real conspiracy theory sites.