Schmaltzy French Crooner Seduces You Into Feeding Your Cat in AMV BBDO’s New Spot for Sheba

By Erik Oster 

Cats always know when it’s dinner time.

For the latest in its “Resistance Is Futile” campaign for cat food brand Sheba, AMV BBDO turns to a crooner named Vincent Le Chat who is approximately two parts Serge Gainsbourg and one part Englebert Humperdinck.

In the spot, Vincent Le Chat delivers a seductive plea for a chicken dinner entitled “Nourris-Moi Bebe (Feed Me Now)” over a kitschy 70s backdrop. As the song unfolds to a cheesy 70s backdrop, its subject becomes more and obvious, progressing from lines like “Where have you been my baby? Tonight is ours.” to “Take my paw” to “It’s time to get my plate.”

The ad concludes with a surreal reveal that the entire performance took place in a cat’s eye.

The profoundly weird spot is certainly memorable, and the kind of thing people will want to share with friends to witness their reaction. The WTF formula is something that AMV BBDO has utilized for Sheba, as with its “What Cats Want” spot from 2016. It also follows BBDO similarly mining 70s kitsch for Dunkin’ with a pair of spots promoting the chain’s Go 2 menu.

As a cat owner, I have to say the ad’s premise is a bit flawed, however. In my experience at least, when cats are hungry they generally just try to annoy you into feeding them.