It has long been known that cats are the true rulers of humans, and this reality is brought into sharp focus in a new campaign for Sheba created by AMV BBDO.

The spots, which are created for the US market, are rooted in research that shows that one in four cat owners are allergic to their pets but can’t bring themselves to quit them.

Symptoms of allergies, including swollen eyes and itchy skin, are taken to almost cartoon effect in the spots, which also feature an array of very cute kittens, natch. It is a refreshing approach in the pet food sector, which usually tends to lean into the positives of pet ownership, rather than dwell on its dark side.

The films will appear on digital and social media and will also be shown across 100 OOH screens near large pharmacies in New York, offering those who might be buying products to help manage their allergies a discount off Sheba products.

Credits:
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley, Nadja Lossgott
Creative Directors: Polina Zabrodskaya, Andre Sallowicz
Creatives: Rachel Tweedy, Jamie Chang
Production Company: Biscuit Filmworks
Director: Angelo Cerisara
Photographer: Sam Gregg