It's rare for a brand to base an ad campaign around photographs of the product after it's been completely torn up and clawed and chewed to pieces and is looking like hell.
Temptations cat treats is doing it anyway. The brand recently noticed that cat owners seem to enjoy posting photos and videos of destroyed packs of cat treats to social media. So, with help from adam&eveDDB in London, it decided to subject some packs to a bit of professional destruction.
Check out the video below, in which a pack of wild animals (OK, probably high-paid cat models) is let loose upon a box of Temptations treats. It isn't pretty, but it leads to some pretty fun print and out-of-home posters. The Mars brand is now encouraging consumers to start tagging their photos of apocalyptic bag ruination with the hashtag #PackAttack.