In a world of uncertainty, one thing is constant, stable and absolutely obvious: one canâ€™t disagree that the Internet loves cats. However, sometime a cat must be a little bit more dog. Â And not the cat-dog mix becomes an overnight internet hit.
“I used to be a cat â€” every day the same, bored between nine and ten, then aloof till lunch, then coldly indifferent after,” says new feline star of O2′ ad campaign.
UK mobile company O2’s latest stupendously shot advertisement, starring perhaps the coolest cat the internet has ever seen.
Set to the Flash Gordon soundtrack by Queen, the one-minute 11-second clip shows the fed-up feline living life as a dog, including digging holes, jumping into lakes and sticking its head out of a car window.
Capturing mundane moments of a dissatisfied, glum cat’s life, the ad sure illuminates a subdued hysterical side of life.
The cat’s inner thoughts are a perfect match for the expressions of its face in the laconic opening sequence. The lift-off into a canine fantasy is perfectly handled. Some of it – especially the ‘running with the dogs’ sequence – looks like it’s the result of some clever post-production jiggery pokery but it’s been achieved with a perfect level of subtlety.
The dismal cat soon figures out how to spruce up its life. Well, by being a dog!
The mobile network, which plans to use the theme to underpin its push for 4G customers this summer, firmly backs canines with an ad that shows an aloof cat embracing its more active dog-like side.
The multi-talented moggy stars in the new O2 ‘Be More Dog’ advert, which has been viewed 385,000 times since it was uploaded to YouTube less than 48 hours ago.
O2 said the campaign aims to “spread positivity, excitement and inquisitiveness … to rid the UK of cynicism” by getting people to “embrace their inner dog”.
“We’re living in one of the most exciting eras as far as technology goes… but somehow we’ve got a little jaded by it all,” said the O2 marketing and consumer director, Gary Booker.
“‘Be more dog’ is all about encouraging Britain to embrace the new, have a go with the unknown and dabble in innovation. We’re also gearing up for our 4G launch later this summer, so it’s the perfect time to get the nation trying more and being a little bit more dog.”
The campaign, which features press and poster ads of the cat with lines such as “Life’s a stick â€“ go chase it”, will also mark O2’s biggest social media drive to date.
The campaign, which features the slogan “Life’s a stick – go chase it”, has been developed by ad agency VCCP.
In 2008 Volkswagen made national headlines when almost 1,000 animal lovers complained to the advertising watchdog about cruel treatment of a jack russell which was seen to shiver uncontrollably in its TV commercial.
While the car maker was cleared of any wrongdoing, the adverse publicity caused it to pull the TV campaign, reports the Guardian.