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By Amy Houston, Senior Reporter

April 16, 2024 | 2 min read

The humor and the sheer grossness of seeing a human eat a cat treat in this campaign, paired with an unconventional approach for the sector, has landed it our top ad of the day.

Dreamies has hosted a “world-first” cat convention for people as it looks to figure out whether the 5% of felines that supposedly don’t like its treats are actually just humans named Cat.

The spoof spot takes viewers on a hilarious journey through the event that sees the baffled participants put through their paces.

Similar to its recent spot for Marmite, ad agency Adam&EveDDB has taken an on-the-surface bog-standard statistic and transformed it into an entertaining narrative. Coupled with a silly tone, the ad adopts a fly-on-the-wall style that keeps viewers highly engaged and wondering just how far the “cat tests” will go.

Then comes the ending, which has been hinted at throughout, but there is always the question of whether they really would go there. They did. Each participant is offered – and in some cases even goes so far as to eat – the cat food. It’s a moment of disgusting hilarity, the culmination of the surreal journey the viewer has gone on, which definitely leaves a lasting impression.

We love this ad because it’s attention-grabbing and puts the product front and center while breaking away from usual cat food ads, which are typically very pet-focused. This ad shows what can be achieved in the sector with a bit of out-of-the-box thinking.

Adam&EveDDB Creative Creative Works

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