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Whiskas cat food is launching a £15m pan-European integrated ad campaign called "expressions". The work centres on the emotional bond between a cat and its owner. The ads use poems to show the quirky habits people have with their feline companions. The first execution, a 30-second spot called "Fred," features a poem read by a young boy about his big ginger cat who lazily snoozes on his bed all day. He tells viewers how the cat just sits and sleeps until its dinnertime. The TV work will be backed by press ads, a direct marketing campaign and in-store point-of-sale.