Doner Cardwell ad for Cats Protection adopts comic tone

Doner Cardwell Hawkins is launching a Mother’s Day advertising campaign for the charity, Cats Protection, inviting cat owners to ’join our campaign against motherhood’.

Doner Cardwell Hawkins is launching a Mother’s Day advertising

campaign for the charity, Cats Protection, inviting cat owners to ’join

our campaign against motherhood’.



Breaking on Mothering Sunday, a light-hearted cartoon ad in the national

press and women’s magazines will encourage people to have their female

cats speyed before they have more kittens than the owner can deal

with.



The ad shows an unhappy feline lying on a cushion, clutching a box of

’cat size’ tissues and sobbing: ’I’ve had hundreds of kids, and not one

of them sent me a card!’



Paul Cardwell, the creative director of the agency, said: ’This is a new

advertising style for the charity. Most charity advertising uses images

that are so horrid that after a while consumers build up an immunity to

them and turn the page.’



He explained: ’It is better to approach this serious issue in a

lighthearted, human way, especially as cat people just can’t look at

pictures of mutilated cats.’



The campaign includes direct marketing elements, and one execution

features a cartoon lothario, Tom Cat, resplendent with medallion and

mobile phone who, ’like any man, is only after a good time ... and if

she gets pregnant, it’s her problem’.



The image appears on postcards, which vets can send out to kitten

owners, and on posters in veterinary surgeries and branches of Cats

Protection.



The ads were written and art directed by Cardwell, with illustration by

Keith Valentine. Media was planned and bought by Booth Lockett Makin.



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