Catvertising has gone mainstream in 2012 and Mammoth Insulation's rather self-satisfied, warmth-loving feline Prince Nikolai Stroganov III, who made the cut for our TVCs of the Week not long ago, added his name to the list when the campaign was launched back in October. Now Sugar & Partners, which is on a bit of a creative roll after recalibrating recently, has followed up the main 45 second brand spot with three more 15 second spots.
"As well as keeping homes warmer, the campaign reveals that this is modern insulation, made from polyester fibers that are safe and easy to handle," says a release. "The ads also demonstrate how Mammoth's flexibility means it can be installed in roofs, ceiling and under floors, which is unique ... Like all 'Cat Memes', we can hear/read his inner thoughts and here we discover he abhors the cold and sees his owners as mere servants, only tolerated in order to ensure the uninterrupted nature of his warm and cozy lifestyle."
And for true fans, he's even got his own Twitter handle.
Client: Mammoth – Modern Insulation.
Murray Durbin - General Manager
Tony Snushall - Managing Director
Kirsty Hughes - Marketing Communications Manager
Creative Partners: Damon O’Leary & Dave Nash
Creatives: Daniel Nelson & Genevieve Chunn
Head of Content: Wictoria Markula
Managing Director: Sonya Berrigan
Group Account Director: Jamie McLean
Senior Account Manager: Campbell McLean
Production Company: Thick As Thieves
Director: Leo Woodhead
Executive Producer: Nik Beachman
Producer: Rebekah Kelly
DOP – Ari Wegner
Editor – Michael Lonsdale
Offline/Online Post Production– Blockhead
Audio Post Production - Liquid Studios
Sound Engineer - Craig Matuschka
Animal Trainer – Caroline Girdlestone
Nikolai the Cat - Koko