Whiskas campaign zones in on the curiosity of cats

Whiskas has launched a new brand platform that aims to celebrate the famous curiosity of cats.

The campaign, "Feed their curiosity", launches with three 20-second ads from Abbott Mead Vickers BBDO, each starring the same silver tabby.

The spots the way cats approach everyday situations: water dripping from a tap, a light switch turning on and a forgotten hairbrush left on the floor.

The campaign was created by copywriter Charlotte Adorjan and art director Michael Jones for AMV BBDO. It was directed by Charlie Crane for production company Knucklehead.

Whiskas UK brand director Katie Griffiths said: "We have launched this campaign to celebrate and bring to life the character trait that makes cats truly distinctive – their curiosity.

"We want to use this to connect with our audience in new ways, bringing to life our expertise and strengthening the understanding and bond owners have with their cats".

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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