World’s Best Cat Litter® shows the plus-size cats of the world a little love in their latest song-driven video in their “For the World’s Best Cat” campaign produced by TRG. In the ad, three “chonks” (affectionate Internet slang for delightfully thick cats) are the larger-than-life stars who roam the streets of a small-scale Kitty City, peering over rooftops and tipping over buildings (à la Godzilla). A Los Angeles sculptor crafted the Kitty City model with streets and alleys designed to let the chonks easily navigate.
In keeping with other videos in the campaign, original music and original lyrics were created to sound authentic to the genre (except for the litter and cat urine language). To highlight the quick-clumping, easy-scooping quality of World’s Best Cat Litter, lyrics like “Three big chonks making three perfect clumps” are coolly sung to a track with an electropop vibe. TRG’s Ron Henderson wrote all the original lyrics.
The creatives on this spot were Ron Henderson and Arthur Stewart. Terence Reynolds is our chief creative officer. Our post production partner was Cutters Studios (full list available by request).
The spot will run across connected TV, social, and digital platforms.
