If it were easy to create a branded video that's smart and delightful, and at the same time completely on message, everybody would be doing it. But they're not. Looking at you, Coca-Cola. The folks at JWT in New York, on the other hand, are on to something with their music-infused Litter Genie series. Never lost among the popular singing and dancing felines is the brand promise: Your house will not smell like a cattery. Gimme! The latest ad slow-jams its way through lyrics such as, "Your night just got better … I'm a four-legged love letter," from a velvety voiced gray tabby. Did Barry White have cats? In keeping with the genre, the video is rife with top-shelf alcohol, bling and bedroom eyes. Plus, there's an explanation of how the product works, to the strains of "refilling you with five-layered bags … blocking odors so no one gags." The previous two videos have gotten some 2.5 million online views. The new one also has a Twitter add-on, where consumers can rap back and forth with the handsome star cat-about-town to benefit the Best Friends Animal Society. (Note: He rhymes furry with curry.) Go kitty, go kitty! Credits below.
Client: Litter Genie
Spot: "Me Luvz Mahselfz"
Agency: JWT, New York
Director: Keith Schofield
Production Company: Caviar, Los Angeles
Postproduction: Final Cut, New York; The Mill, New York
Editing House: Final Cut, New York
Music House: Amber Music
Media Agency: MEC