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