September 11th, 2010

[CAT] On the IKEA cat ad

I'm sure that, by now, many of you have heard of the new British IKEA ad featuring a hundred cats set loose in a Wembley IKEA. From the Guardian:

Ikea has scrapped its quirky guerilla kitchen makeover adverts in favour of a new approach involving filming 100 cats making themselves at home inside a superstore.

The TV campaign, which will break during The X Factor on ITV1 on Saturday, is the first work by Mother London since the ad agency picked up the £8m UK account from Trevor Beattie's BMB.

BMB introduced the eccentric kitchen makeover squad which featured in a series of commercials, the last one in April, secretly overhauling the kitchens of needy consumers using Ikea products.

Mother, which has developed the new tagline "Happy Inside", has taken a completely different approach with a stylishly shot ad featuring 100 cats making themselves at home in Ikea's Wembley branch.

"The idea behind the work is that cats know better than anything what makes them feel happy inside, they live their lives in pursuit of their own comfort," said Feh Tarty, creative director at Mother. "So we released a hundred cats in to the Ikea Wembley store, for real, to see where they went and what furniture made them happy."


The video is below.



The making-of video, "Herding Cats: The Experiment", is below.



My initial reaction to the first video is, unsurprisingly, "Look at the cute kitties!" Then, I go to the making-of video, and see the cats as they behaved when they weren't being filmed, and wonder whether the commenters at the Guardian article above and at the kittypix post where I found the video in the first place are right when they said that filming the video was cruel to the cats, scaring them unnecessarily.

Thoughts?
forums, me, non blog

[FORUM] What endearing things does your pet do?

As the owner of a pet that (unlike goldfish) I can actually interact with physically, I've gotten to know and enjoy many of the cute things he does. I like the way that he chirps instead of meows; I like the way he greets me at the door when I come in and then runs to the study doorway to present his belly for rubbing; I like the way that, sometimes when I'm petting him, he reaches one of his front paws out to touch me back; I like the way that he instantly mobilizes when he sees an aluminum ball and dashes after it. These things, and more, are so profoundly endearing.

Many of my readers have pets. What do your pets do?