J. Walter Thompson has created a latter-day Tom and Jerry-style
animated cat and mouse drama to give its latest pounds 3 million
campaign for Dairylea cheese more appeal to children.
The 30-second commercial marks Dairylea’s first use of claymation and
introduces a cat called Fat Boy, who guards a refrigerator full of
Opposing him are the Miami Mice and their leader, Dexter.
The plot opens as Dexter drops down on a wire to hover just above the
head of the sleeping Fat Boy. He swiftly fixes a cord between the fridge
door and the brute’s collar. His associates then come out and begin
taunting the paunchy cat: ’You couldn’t catch us even if you was on
roller skates,’ they sneer, little knowing that Fat Boy is, in fact,
kitted out with roller skates and is ready to chase them.
As Fat Boy leaps up, the cord tightens, and the fridge door flies open,
allowing Dexter to collect the Dairylea - while his pals run for their
lives. Dexter then swoops down on his wire to gather up the mice,
leaving Fat Boy to crash through a closed door.
The voiceover says: ’Warning: these mice will do anything for
Written by Andrew Singleton and art directed by Jono Wadle, the
commercial was directed by Paul Berry through Passion Pictures.
Simon Burridge, a managing partner at JWT, said: ’Traditionally our
advertising has been aimed at mums, but now we’re going all out for the
’But we’re trying to do it in a way which mums find enjoyable too.’
Media on the four-week campaign is being handled by Zenith.