Dear Kitten: Regarding The Big Game
BuzzFeed and Friskies have teamed up for a pre-season Super Bowl ad, building momentum in the run up to the world’s most watched game on TV.
Shot from a cat’s perspective, Dear Kitten delves into the realm of the feline as they observe a group of humans watching the Super Bowl game. Or as the protagonist puts it - the elusive ‘light box ritual’.
Ideal for cat-lovers everywhere, Friskies has focused on broadening its audience by partnering with BuzzFeed and jumping on the site’s irreverent tone and tongue ‘n cheek humour. The video has attracted 2.2m views since it launched a week ago. With over 17,000 shares and almost 25,000 likes, it’s clear the creative approach to story-telling has proven a hit with its audience.
Better for TV
While the video is entertaining to cat lovers, some of the humour may be lost on those less passionate about our furry friends and, as a result, this could make the ad feel quite long. Although launching as a digital video first, the spot will be used as a TV ad, which is BuzzFeed’s first video for traditional TV.
In most respects, the video feels more suited to a television audience who may be more willing to engage with it longer. However, given the ad’s crisp production style, the video will no doubt continue to see success on the views barometer.
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