‘Catnapped’, the new ‘40 ‘second spot from Wieden + Kennedy London, sees the return of fiendish feline, Bertram Thumbcat. He is back for part two of his plan for feline world domination.
This time he has enlisted a thumbcat army of milk stealing, cunningly trained kitties. Their aim? To kidnap and brainwash all milkmen to get their thumbed paws on all Cravendale.
Directed by Traktor, the story opens with a man buying a bottle of Cravendale at his local shop. He sees a delivery van and begins to wonder what has happened to the milkmen. They can’t have just disappeared. Cue scenes of a milkman being kidnapped by a bunch of seemingly innocent kitties and brainwashed into joining their army of henchmen.
View the spot below:
In order for Bertrum to recruit thumbcat comrades to join the cause, he has created a Facebook app that allows you to disguise photos of your cat and sign them up.
And there’s more. The last week of September sees the launch of an on-pack promotion. Bertrum and his friends have been busy inventing ‘Epic Straws’ (Extreme Pilfering Instrument for Cravendale). On face value, these are fun straws for kids. Delve a little deeper and it is soon apparent that they are milk-stealing devices, ready for the thumbcats to use when the uprising comes. The cats have even made their own commercial to promote the straws on line. Check it out on YouTube from 24th September.
“Cravendale continue to get carried away with all things milk-related in their latest instalment of ‘The Milk Matters’ campaign. What happened to all the milkmen? There can only be one explanation. The cats with thumbs are back,” explain Wieden + Kennedy Creatives, Hollie Walker and Freddie Powell.
Sam Dolan, Cravendale Brand Manager added: "I can't tell you how excited we are about 'Catnapped'. It’s a natural progression from 'cats with thumbs' and tells a more in depth story about what they are up to. Wieden + Kennedy have, once again, delivered brilliant creative across the whole campaign, not just TV. We are sure it will reap massive rewards for Cravendale.”
The spot launched on Saturday 8th September during X-Factor supported by a YouTube masthead, and an ITV.com takeover.
Agency: W+K London
Executive Creative Directors: Tony Davidson & Kim Papworth