Sheba has unveiled the latest instalment of its 'Resistance is Futile' campaign, inspired by a combination of the old crooners, Engelbert Humperdinck and Serge Gainsbourg.
The series explores the unique relationship between Sheba owners and their cats.
Created by Abbott Mead Vickers BBDO, a mythical singer called Vincent Le Chat performs his song 'Nourris-Moi Bebe' (Feed me now) on a suitably kitsch 70s TV stage.
In a similar vein to Humperdinck and Gainsbourg, the song is thick with seduction. However, lines such as "I'll be your little kitten if you place me down some chicken" and "surrender to your fate. It's time to get my plate" cut through the sexy mist, leaving the viewer bemused.
It soon becomes clear that this seductive love song is a visual metaphor for the mesmerising beguiling eyes of a cat when it wants feeding.
As the TV performance unfolds, the shot pans out to merge into the oval shape of a cats eye. Stood opposite, the Russian Blue's owner appears enchanted by the cat, and does its bidding by feeding it, because when cats turn on their charm, 'Resistance is Futile.'
The 90-second ‘Crooner’ spot breaks in cinemas today (29 March) and runs through 5 April with a 20-second version running on TV and online until 19 May.
Discussing its next instalment of its 'Resistance is Futile' campaign, Anthony Dean, Sheba European brand director at Mars Petcare, commented: “At Sheba we know that pet owners love their cat’s effortless, elegant and confident feline spirit.
"They truly have us wrapped around their little paws and we can’t help but give in. We hope everyone enjoys meeting 'Vincent le Chat' as much as we enjoyed bringing him to life.”
Adding to this, Alex Grieve, executive creative director at AMV BBDO, said: “Sheba has such a distinctive tone of voice – sophisticated, magnetic and irreverent. For this campaign we brought to life the irresistible charms of a cat when it wants something through the medium of the suavest and charismatic love songwriters of all time, the French chanteuse.
"Every single detail from the cinematography to the casting to the music composition makes this campaign absolutely irresistible. How can you not be seduced?”