Sheba’s sad-funny new ads celebrate cat owners who are allergic to cats

AMV BBDO crafts painfully amusing film and print ads, as well as some fun site-specific OOH in NYC

Published On
Apr 24, 2023
A man with an allergic reaction to a cat

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Love is greater than swollen eyes and red, itchy skin.

That’s clear from AMV BBDO’s new campaign for Sheba cat food, which is based around one heartwarming (yet somewhat heartbreaking) data point—than one in four cat owners are allergic to cats but can’t resist having them around anyway.

 
 

The campaign includes 15-second films and print ads, PR support and social influencer engagement.

Sheba print ad showing a woman holding a cat while having an allergic reaction

Sheba print ad showing a man holding a cat while having an allergic reaction

Sheba print ad showing a woman holding a cat while having an allergic reaction

One extra fun piece of the media plan—Sheba is putting up site-specific ads on 100 OOH screens near large pharmacies in New York City. They ask passersby if they’re stopping for allergy medication, then offer a Sheba discount via QR code.

Outdoor Sheba ad next to a CVS pharmacy in New York City

Outdoor Sheba ad next to a CVS pharmacy in New York City

“This insight confirms that people will do anything for their kitten—including enduring sneezing, itching, and swelling—all in the name of love; we wanted to capture this portrait of cat ownership and celebrate the willingness to give in,” said Polina Zabrodskaya and Andre Sallowicz, creative partners at AMV BBDO.

The campaign celebrates the brand’s expansion into the kitten life stage, with new Sheba Perfect Portions Wet Kitten Food.

Credits

Date
Apr 24, 2023
Client :
Sheba
Agency :
AMV BBDO
Client :
Fernando Silva
Client :
Liz Franks
Client :
Bernardo Simoes
Client :
Corinne Cordell
CCO :
Nicholas Hulley
CCO :
Nadja Lossgott
Creative Director :
Polina Zabrodskaya
Creative Director :
Andre Sallowicz
Creative Team :
Rachel Tweedy
Creative Team :
Jamie Chang
Agency Planning Team :
Phoebe Fielding
Agency Planning Team :
Kerrie Boyes
Agency Planning Team :
Lola Neves
Agency Account Team :
Alice Lindsay
Agency Account Team :
Richard Mitchell
Agency Account Team :
Poppy Wilson
Agency Account Team :
Laura Balfour
Agency Producer :
Lindsay Hughes
Agency Producer :
Kieran Sadler
Art Producer :
Sophie Alliott
Agency Designer :
Marion Rossignol
Agency Designer :
Mario Kerkstra
Media Agency :
Essence Media
Production Company :
Biscuit Filmworks
Director :
Angelo Cerisara
Production Company Producer :
Tom Ford
Editor :
Amzek Vladislav
Post-Production Company :
No.8
Post-Production Producer :
Glen Percival
Grade :
Tim Smith
Audio Post Production :
No.8
Sound Designer :
George Castle
PR :
Weber Shandwick

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Project Type