Desperate Housewife Eva Longoria becomes face of Sheba

Sheba, the cat food brand, has teamed up with Desperate Housewives star Eva Longoria to front a global campaign, marking the first time the brand has used a celebrity face to head up its advertising.

Eva Longoria: becomes the face of Sheba
Eva Longoria: becomes the face of Sheba

The campaign, created by Abbot  Mead Vickers BBDO, is called 'Follow Your Passion'.

The creative involves  Longoria, a known cat lover, "celebrating" and "fuelling" the many passions of cat owners.

The campaign will kick off with a global TV ad which airs from May 2012 and in the UK from summer 2012.

The campaign marks a shift ini strategy for the premium petcare brands, which previously highlighted the nutritional benefits of the cat food in its ads.

The new ad will also show viewers a more personal side of Longoria as she playfully reveals some of her most hidden passions.

Along with the global TV campaign, the activity also run across print, digital, PR and in-store activity.

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