Ogilvy & Mather Shanghai has a new campaign for Kotex built around the fact that people love funny cat videos.
The 30-second spot makes the point that cats are very sensitive, before showing obviously uncomfortable cats walking very awkwardly. “Women are as sensitive as cats,” the spot goes on, “Kotex provides soft and intimate protection for women.” Seeing the cats struggle, unhappily, while walking with tape on them is even more entertaining than it sounds. Unsurprisingly, Adweek reports that the spot has already gone viral in China, where it has racked up over one million views.
Credits:
Client: Kimberly-Clark
Project Title: Kotex Brand Promise Viral Campaign
Creative Agency: Ogilvy & Mather, Shanghai
Chief Creative Officer: Graham Fink
Head of Copy: Thomas Zhu
Creative Director: Bamboo Zhuang
Group Head: Yaya Wu
Senior copywriter: Kiddy Wang
Agency Producer: Xiaolong Wu
Media Agency: Mindshare
Production House: Shine Works