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Some like it hot

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. 

http://www.youtube.com/watch?v=-gnfcdOZTsc

http://www.youtube.com/watch?v=QJ2m-MnsFe0

 http://www.youtube.com/watch?v=NZ5sqD2ZVSM

 http://www.youtube.com/watch?v=82PJ92DSsX0

“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

Credits: 

Client: Mammoth – Modern
Insulation.

Murray Durbin – General
Manager

 Tony Snushall – Managing
Director

 Kirsty Hughes – Marketing
Communications Manager

Agency: Sugar&Partners

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

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