Prison cats, a military kitty and a mountain-climbing feline star in Sheba's documentary series
The Mars petfood brand worked with AMV BBDO on 'The Cats That Rule The World'
Nov 23, 2020
Mars Petcare's Sheba cat food brand is hoping to appeal to pet owners' insatiable desire for online kitty content with a branded mini-documentary series about some of the world's most amazing felines.
"The Cats that Rule the World," running on YouTube, was created by agency AMV BBDO on behalf of the brand and showcases cats like prison cats Galileo and Belle, who "rule" the Larch Correctional facility in Washington State; Izzy the military cat, who holds the title of Sergeant Major, and Denali, who climbs mountains with her owner. All three are designed to explore the power cats have over people and their deep connections to their human counterparts. The campaign encourages cat owners to share their thoughts on social media with the #CatsThatRuleTheWorld.
The documentaries were all directed by Geoffrey O'Connor, an Academy Award nominee for a documentary on the Amazon, via Flare Productions. They're certainly more sophisticated fare than most of the cat video content that's generally seen online.