Kotex Tells You to Be Gentle With Your Cat (What’s Another Word for Cat?)

Putting tape on them isn't very nice

Cats are very sensitive. And when you apply sticky tape to them, they tend to walk funny. Just like when your pad won't stay in place and decides to adhere to your crotch.

Ogilvy & Mather Shanghai created a viral hit for Kotex around the truth that no cat of any persuasion likes sticky tape. An entire spot starring super fluffy cats filmed in slow motion looking uncomfortable and walking sideways? It's no wonder it's already attracted over 1 million views in China (not on the subtitles version below, though, of course).

The brand has another spot that suggests it's easier to find a good pad than a good man. (Well, yeah—you can buy pads at the store.)

Kudos to Ogilvy for coming up with an adorable cat spot that also has an actual product benefit included amid the cute. And don't worry, no cats were harmed in the making. They were just made very uncomfortable.


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

@rebeccacullers Rebecca Cullers is a contributor to Adweek.