David Blecken
Sep 27, 2016

‘Grandpa’ cat highlights longevity of Japanese pets

Mars' Kal Kan takes a sentimental approach to sell food for aged cats.

Japan’s aging society extends beyond humans to cats, according to statistics. BBDO, which created the piece of work above for Mars Petcare’s Kal Kan, tells us that sheltered lives mean the average lifespan of a Japanese cat is nearly 16 years, and a good number live to be more than 18.

That insight forms the basis for this short film in celebration of Respect for the Aged Day, which happens every September.

’18 year-old Grandpa’ features an affectionate conversation between a young woman and an elderly gent, who is revealed to be none other than the woman’s cat. The work aims to promote a product range that Mars Petcare Japan formulated specifically for vintage cats.

Campaign’s view: As silly as the idea sounds, the video is amusing and quite touching. Given the emotional involvement people have with their pets, we often wonder why the majority of pet food advertising is so unimaginative. This is a refreshing change.

Mars was just named the Advertiser of the Year at last week's Spikes Asia festival.

Campaign Japan

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