As students head back to college this Fall, Mars-owned cat food brand Whiskas has tapped into the season with a hilarious set of YouTube videos set in "Kitten Kollege."
The Kitten Kollege YouTube channel, created by agency AMV BBDO in collaboration with Google and Mediacom, features content developed with comedy site College Humor, who managed the production and post-production. The site is designed for mobile and as well as being funny, it has a serious purpose: educating current and prospective kitten owners.
The first video introduces us to Kitten Kollege, with some funny scenes of kittens in lecture halls and getting up to some naughty behavior while settling in. There are plenty of cat jokes (the college specializes in "string theory" and "thinking outside of the box") and nods to internet cat memes, as well as bundles of cuteness that will delight cat lovers.
The videos strike exactly the right tone, successfully aping the pompous language of academic promotional films (Episode 2, for example, focuses on "Our Diverse Student Body.") A second series of films answers key search queries that are known for kitten owners or prospective kitten owners to seek answers to: for example: "Which breeds are suited to the indoors?" or "When should I have my kitten neutered?"
Content will appear on YouTube, Facebook, College Humor and the Whiskas website.