Temptations Brand launched a new online media Treat Them Too campaign encouraging cat owners to remember their feline friends with America’s No. 1 cat treat.
Created by Adam & Eve/DDB London, the campaign’s first digital content release features a 1980s-style music video starring the Electric Furs – a fictitious band made up of real cats “singing” and “playing” instruments – performing a feline rendition of “Don’t You (Forget About Me)” by Simple Minds.
Directed by award-winning filmmaker Ninian Doff, the entertaining video takes a tongue-in-cheek look into how cats may try to convince their human counterparts to remember to treat them also.
“With only half of cat owners treating their cats, the Temptations Brand always looks for fun, creative ways to bring attention to the cat treating category,” said Arren Beach, Temptations Brand Manager. “The Treat Them Too campaign uses entertaining digital content – like this music video – to showcase Temptations treats and encourage cat owners to treat their cats when they treat themselves.”
“Cat videos are brilliant fun, and millions of people watch them every day,” said Richard Brim, executive creative director at Adam & Eve/DDB London. “In order to reach that audience, we made a music video starring the Electric Furs, with one simple message – reminding cat owners to ‘Treat Them Too.'”
Live now on Temptations Brand’s Facebook and YouTube channels, the “Don’t You (Forget About Me)” video remake includes one long-form edit (above) and one 30-second spot, and will have shorter video cut downs for release on Temptations Brand’s social channels in the coming weeks.
The video will be supported by a number of integrated marketing efforts, including creative digital content, social media posts and partnerships on popular platforms such as the Snapchat Discovery and BuzzFeed.