Cats are very sensitive. And when you apply sticky tape to them, they tend to walk funny. Just like when your pad won't stay in place and decides to adhere to your crotch.
Ogilvy & Mather Shanghai created a viral hit for Kotex around the truth that no cat of any persuasion likes sticky tape. An entire spot starring super fluffy cats filmed in slow motion looking uncomfortable and walking sideways? It's no wonder it's already attracted over 1 million views in China (not on the subtitles version below, though, of course).
The brand has another spot that suggests it's easier to find a good pad than a good man. (Well, yeah—you can buy pads at the store.)
Kudos to Ogilvy for coming up with an adorable cat spot that also has an actual product benefit included amid the cute. And don't worry, no cats were harmed in the making. They were just made very uncomfortable.
CREDITS
Client: Kimberly-Clark
Project Title: Kotex Brand Promise Viral Campaign
Creative Agency: Ogilvy & Mather, Shanghai
Chief Creative Officer: Graham Fink
Head of Copy: Thomas Zhu
Creative Director: Bamboo Zhuang
Group Head: Yaya Wu
Senior copywriter: Kiddy Wang
Agency Producer: Xiaolong Wu
Media Agency: Mindshare
Production House: Shine Works