Two 15-second teaser ads and the main 30-second spot for Whiskas cat food, from Mars-owned Effem Foods Thailand, ran during the popular evening news programs on each of Thailand's five commercial networks from Sept. 10-12.
The commercials and related radio spots feature Kara Phonlasit, a popular model, who was characterized by Whiskas as a "celebrity cat lover."
Whiskas executives say the ads use colors, movements and noises that appeal to cats.
Siamese/D'Arcy handled the $250,000 one-week campaign. Agency staff will take tapes of the ads to cat owners' homes in the next few weeks to test cats' reactions to them.
The first version of the ads were created by M&C Saatchi and aired in the U.K. in January, and the idea was later used in the U.S. and several other markets around the world.
Copyright September 1999, Crain Communications Inc.