Arm & Hammer has launched a new national campaign for AsorbX cat litter, created by VIA. The spot showcases AbsorbX, the first cat litter that uses odour-absorbing 'Desert Dry' minerals, by taking a trip to a desert dry outpost in the Old West. Bringing a sense of humour and practicality to the subject of cat litter, these spots offer a fresh take on the ‘expected’ cat litter ad. 

For a new approach in a typically straightforward and 'icky' category, The Arm & Hammer and VIA teams partnered with the CGI powerhouse Moving Picture Company to bring these western cats to life. This campaign is a cinematic, surreal and an adorable metaphor for what cat owners will really experience – which is a litter that will absorb and dry the stuff that smells faster than any other litter they’ve used.