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Cowboy Cat Takes a Trip to a Desert Dry Outpost in Cat Litter Spot

Creative 2.8k Add to collection

Arm & Hammer's latest spot takes us to the Old West in spot from VIA Agency and MPC

Cowboy Cat Takes a Trip to a Desert Dry Outpost in Cat Litter Spot

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. 

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Brand: Church & Dwight

Chief Marketing Officer: Britta Bomhard

Vice President Consumer Engagement: Dan Bracken

Vice President of Marketing: Ed Kline

Director of Marketing Home Care: Lisa Borak

Group Brand Manager: Rebecca Blank

Senior Manager Consumer Engagement: Cindy Manzo


Agency: The VIA Agency

Chief Creative Officer: Bobby Hershfield

Creative Lead: Ian Dunn

Creative: Will Garcia

Creative: Renata Chimenti

Producer: Barry Wolford

Client Strategist: Leslie Henderson

Client Strategist: Hannah LaSala


Post: MPC

Director : Michael Gregory

Executive Producer Los Angeles: Karen Anderson

Head of Production, London: Louise Unwin

Producer/Live Action, Bulgaria: Johnny Blick

Producer/VFX, London: Solomon Tiigah

Producer, Los Angeles: Nicole Saccardi

Genres: Comedy, Visual VFX

Categories: Home, Pet Supplies

VIA, Mon, 17 Aug 2020 15:44:17 GMT