It had been a while since IAMs had done any TV advertising in the UK. The brief was to make sure their return to TV screens delivered a memorable Ad which stood out against other pet foods.
The aim was to do something that was distinct and different from the common, and arguably, all too familiar cliché’s of pet food commercials.
The idea was based on a simple insight: The things that pets like to eat given half the chance, are not always what’s best for them but given the option of IAMs, they opt for the nutritious pet food over less healthy options every time.
What we Made
We brought this to life in a TV spot and a series of shorter social edits in the UK. The work comprised a series of humorous and stylized vignettes, that showed various cats and dogs trying to get their paws on a range of foods that they really shouldn’t be eating. . . Cue the brand and the pets abandoning their attempts to eat the human foods and running for the healthy nutrition of IAMS.
The second Ad was made for IAMs Naturally, the premium offering in the IAMs range, made with all natural and high-quality ingredients.
For this ad, we played off a different insight: just how far people will go to stay healthy and the horrible dietary regimes they will subject themselves to in order to do so.
The message: To eat healthily, pets have it so much easier with IAMs Naturally.
Making these commercials, we learned first-hand why the saying ‘never work with children or animals’ holds true . . . We also learned that if you work with the best animal trainers in the business the animals do what you want them to do (eventually!).
What we did: Treatment, Production, Directing, Post-Production
Agency: Saatchi & Saatchi.