There's a new hair band in town -- but perhaps not the kind you'd expect. Pet snack brand Temptations introduces the Electric Furs, an outfit made of singing and instrument-playing cats who perform a kitty rendition of Simple Minds' pop classic "Don't You (Forget About Me)."
The new music video is part of the brand's new "Treat Them Too" campaign, created out of Adam & Eve/DDB London. It tells the story of a kitty who pines away at his shopping-addicted owner, reminding her not to forget about him as she peruses purses, shoes and more at the mall. It plays out kind of like an angsty John Hughes film, and you're wondering if in the end, the owner will come through for her little furry one. Adam & Eve's revamped lyrics add to the comedy and drama -- as in one verse when the original song's famous "la, la, la"s become "meow, meow, meow"s.
Directed by Ninian Doff, the clip seems straight out of the '80s, thanks to the fact that it was shot all in-camera with no VFX and that the finished film was ultimately recorded to VHS.
The film is the first of a series of videos promoting the new campaign. Cut-downs of the clip will also air on broadcast and on social channels.
According to a brand statement, a July 2016 Nielsen Homescan panel found that in the 52 weeks ending July 26, 2016, 54.4% of cat-owning homes fed their kitties treats. "With only half of cat owners treating their cats, the Temptations brand always looks for fun, creative ways to bring attention to the cat treating category," said Arren Beach, Temptations brand manager, in the statement.
"Cat videos are brilliant fun, and millions of people watch them every day," said Richard Brim, executive creative director at Adam & Eve/DDB London. "In order to reach that audience, we made a music video starring the Electric Furs, with one simple message -- reminding cat owners to 'Treat Them Too.'"
The video is just the latest in Adam & Eve/DDB's innovative cat plays. Previously, for example, the agency devised a collar that allowed your cats to speak human.
Coincidentally, the clip debuts on International Cat Day, as did this other ad featuring a-cappella performing kitties for Honda from RPA.