Sheba - "Resistance is Futile"

AMV BBDO

AMV BBDO London, Regno Unito

10666

Marca: Sheba
Paese: Regno Unito

Cliente: Mars, Inc.

Titolo	Resistance is Futile
Agenzia	AMV BBDO
Campagna	Resistance is Futile
Cliente	Mars, Inc.
Marca	Sheba
Data di Prima Diffusione/Publicazione	2016 / 8
Settore	Prodotti per la Cura Animali
Filosofia	The playful campaign asks SHEBA cat owners "who's really the boss?" AMV BBDO Launches New Global Campaign for SHEBA UK: "Resistance is Futile" SHEBA, the premium cat food brand from Mars Petcare, launches its new global campaign in the UK today - ‘Resistance is Futile’ - which explores the unique relationship between SHEBA owners and their cats. Adrian Rossi, Executive Creative Director of AMV BBDO explained the insight behind the campaign: “Who is in charge? You or your cat? Anyone who owns a cat knows the answer. Hint: it isn’t you. The cat is the Boss. In the presence of our feline friends “Resistance is Futile.” In the first 30-second spot, a beautiful Russian Blue, turns on its charm to persuade her mesmerised owner to serve her SHEBA meal - at a very inconvenient moment. It’s a tongue in cheek demonstration of the way cats get what they want from their adoring owners. Arthur Renault, SHEBA Senior Brand Manager, said: “This is a bold new campaign for SHEBA and a new direction for the brand. With AMV BBDO, we wanted to move away from telling our story in an earnest and literal way. So we decided to focus on the humour in the relationship between cat and owner and we think that owners will identify with the idea that cats know exactly how to get what they want.” The campaign is currently live in Germany, Japan, Australia and USA and launched online and on TV in the UK on 14th August. Additional content will be launched on Facebook in September. The campaign goes live in the UK to support the relaunch of the SHEBA brand which includes a packaging upgrade, new products into the range and in store focus.
Tipo di Media	Televisione e Cinema
Lunghezza	30 seconds
Art Director	Nadja Lossgott
Creative Director	Adrian Rossi
Creative Director	Alex Grieve
Copywriter	Nicholas Hulley
Media Planner	Matt Delaney
Account Planner	Lola Finney
Producer	Emma Butterworth
Account Manager	Alice Kassapian
Account Manager	Imogen White-Thomson
Post Production	Parv Thind
Casa di Produzione	Smuggler
Director	Guy Shelmerdine