IAMS: Nom Nom
Creating a new look and language for Pet Food Commercials with IAMS
Project:
IAMS: Nom Nom
Client:
IAMS (Agency Saatchi & Saatchi London)
Services:
Directors Treatment, Storyboarding, Production, Video Direction
IAMS is a well-known pet food brand but it had been a while since they had done any TV advertising in the UK. Their share of voice was small and sales were in decline.
The Brief:
Ensure IAMS return to TV screens delivered a memorable Ad...
They needed to differentiate themselves in the category, remind people they were there whilst underlining the superior nutritional value of their Pet foods – For healthy, happy pets IAMS is the best choice.
Solution:
The idea was based on a simple insight: What Pets want isn’t always what they need.
Given half the chance pets will happily eat any number of unhealthy foods but when offered IAMS, they opt for the nutritious pet food over less healthy options every time.
The work comprised a series of stylized scenes, that showed cats and dogs trying to get their paws on a range of foods that they really shouldn’t be eating. At the end of the ads. IAMS is served and we see the pets abandon their attempts to eat the unhealthy human foods.
Activity:
Both Ads ran on TV and a series of shorter edits were created for social channels.
A few months after the first Ads first ran. The brand did a promotional tie-up with Pixar-style movie release – Secret life of pets. This promotion re-purposed the Ads from their original usage as brand-building assets into a sales activation.
