A new campaign from Back Market, the European retail marketplace of reconditioned electrical and electronic appliances, goes full kitty horror to illustrate that just like cats, technology can now have "multiple lives" too.
The spot from Buzzman revolves around evil cats who are trying to destroy their owners' electronic devices. In Hitchcockian style, at first we only get subtle hints of what is going on: a scratched laptop screen, a phone inexplicably dropped in a kitty's litter box.
Gradually the cats' efforts become more extreme, with devices placed in ovens and in the paths of lawnmowers. By the end the ad becomes full-on feline apocalypse with cats attacking people and wrecking cars. Eventually, an army of kitties takes over the city and furiously scratches on the walls of a workshop where people are refurbishing tech devices.
Top comedy director Tom Kuntz of MJZ (famed for his outlandish spots for Old Spice, Ikea and more) helmed the ad.
Notwithstanding the slightly tenuous product message—Why would cats be jealous of devices exactly, even if they can be refurbished?— it's hilarious stuff, and not since Cravendale's "Cats with Thumbs" in 2011 have felines ever been so terrifying. (It's also the latest brand we've seen mining the horror genre, following efforts from the likes of KFC, Liquid Death and Ford.)
The international campaign is running in the U.K., France, Spain and Germany, on TV, digital and in cinema, accompanied by a poster campaign and social media.