The spot, which breaks in February, echoes fight scenes from The Matrix
and Crouching Tiger Hidden Dragon as it pitches the feline against an
oriental barmaid in a race to beat last orders. The spot is the most
hi-tech yet in the 15-month campaign, which has previously relied on
stunts performed by real animals.
The Breezer tomcat is suspended in mid air before racing along walls and
sliding along the bar top as he bids to charm his high-kicking rival
before she can sound closing time. He even finds time to tip a nod to
John Woo, leaping through a flock of the Hong Kong director's trademark
white doves. As usual, events are accompanied by a thumping electronic
soundtrack and shots of Breezer bottles.
The ad was directed by Who? through Great Guns. Its national TV run will
be accompanied by a viral version on the internet. Media planning and
buying is by Universal McCann.
Since its 60-second debut in November 2000, the Breezer cat has appeared
in three campaigns. The animal has also been the focus of a
high-spending integrated drive, hosting the Maxim women of the year
awards and appearing in The Sun as well as on rickshaws and postcard
"Tom is an A-list celebrity," the art director Mark Hurst, who developed
the ad with the copywriter Martyn Smith, said. "As such we felt it was
appropriate for him to take part in his own movie. The thought behind it
could be described as 'Crouching Tomcat, Hidden Breezer'."