This is three minutes of film, via the Series of Tubes, that doesn’t have a single special effect or Michael Bay explosion. Yet it’s blowing up the Series of Tubes like nobody’s business, and not simply because it has cats.
Watch it, then we’ll dissect this to see how — and why — it works so well.
Here are the top 3 reasons why this snippet of film by BuzzFeed works so well:
1) This is actually a long ad for Friskies … with barely a glimpse of the cat food they’re trying to sell you.
So right there, it’s refreshing, since 99.999 percent of TV ads are in your face, hoping to grab your attention for three seconds before you (a) change the channel, (b) pull out your iPhone or (c) amble on over to pillage the pantry.
Even the insanely hyped Super Bowl ads, the ones that are so famous that we get backstory about the advertising folks who created them, despite the fact they look more like your neighbor Bill the Accountant than Don Draper — well, those supposedly amazing ads are typically disappointing. They try too hard. Too fast, too loud, too much. You can see all the money on the screen and yeah, a lot of it is wasted.
Instead of 30 seconds of cars zooming and Danica Patrick in a bikini selling web domains (don’t get that one, either), we get 3 minutes of slow, leisurely voiceover from a cat while B-roll runs wild.
And it is hilarious.
DEAR KITTEN is also different from some of the better Super Bowl ads, like the Darth Vader kid who starts the car using the force. Those are more like one-joke skits, except not so much that the repetition drives you nuts like a bad SNL bit that’s gone on too long. This kitten business isn’t Johnny One Note at all. Continue reading