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AMV BBDO Launches New Global Campaign for SHEBA UK: "Resistance is Futile"

AMV BBDO, 1 month, 1 week ago

The playful campaign asks SHEBA cat owners "who's really the boss?"

AMV BBDO Launches New Global Campaign for SHEBA UK: "Resistance is Futile"

SHEBA, the premium cat food brand from Mars Petcare, launches its new global campaign in the UK today - ‘Resistance is Futile’  - which explores the unique relationship between SHEBA owners and their cats.

Adrian Rossi, Executive Creative Director of AMV BBDO explained the insight behind the campaign: “Who is in charge? You or your cat? Anyone who owns a cat knows the answer. Hint: it isn’t you. The cat is the Boss. In the presence of our feline friends “Resistance is Futile.”

In the first 30-second spot, a beautiful Russian Blue, turns on its charm to persuade her mesmerised owner to serve her SHEBA meal - at a very inconvenient moment. It’s a tongue in cheek demonstration of the way cats get what they want from their adoring owners.

Arthur Renault, SHEBA Senior Brand Manager, said: “This is a bold new campaign for SHEBA and a new direction for the brand. With AMV BBDO, we wanted to move away from telling our story in an earnest and literal way. So we decided to focus on the humour in the relationship between cat and owner and we think that owners will identify with the idea that cats know exactly how to get what they want.”

The campaign is currently live in Germany, Japan, Australia and USA and launched online and on TV in the UK on 14th August. Additional content will be launched on Facebook in September.

The campaign goes live in the UK to support the relaunch of the SHEBA brand which includes a packaging upgrade, new products into the range and in store focus.


Art Director: Nadja Lossgott

Creative Agency

Creative Director: Adrian Rossi & Alex Grieve

Copywriter: Nicholas Hulley

Media Planner: Matt Delaney

Planner: Lola Finney

Producer: Emma Butterworth

Creative Agency: AMV BBDO

Account Management: Alice Kassapian & Imogen White-Thomson

Music and Sound

Audio Post Production: Parv at Wave

Production Company

Production Company: Smuggler

Director: Guy Shelmerdine

Genre: PR