These Suffering Cat Owners in Sheba’s Campaign Would Do Anything for Love

New work from AMV BBDO shows the lengths Gen Z pet owners will go to for their kittens

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Coexisting peacefully with a cat is a matter of compromise, but most pet owners have come to accept that they’re usually the ones making sacrifices. After all, the beloved felines are too busy with their all-day job of being cute.

In its latest campaign, Mars cat food brand Sheba pokes fun at the major life adjustments that feline lovers are willing to make for their furry friends. “You’ll Do Anything For a Kitten,” created by U.K. agency AMV BBDO, marks the release of the brand’s new Perfect Portionism Wet Kitten Food.

With a recent survey by Sheba indicating that as many as 1 in 4 cat owners are allergic to their pets, a series of humorous shorts depict the devotion of various feline parents. The videos end with shots of the weeping, swollen, obviously allergic owners gazing at their fluffy kittens with adoration.

The sacrifices we make for love

“New kitten parents go through great lengths to earn their cat’s affection,” said Jean-Paul Jansen, vice president of marketing at Mars Petcare. “That’s why the Sheba brand has expanded its cat food offerings with Sheba Perfect Portions Wet Kitten Food, allowing pet parents to give cats what they want from the start.”

The Sheba Kitten meals come in Savory Chicken and Delicate Salmon flavors and are intended to be easy to chew and nutritious for growing kittens. They will be available at retailers such as Amazon, Chewy, Walmart and PetSmart.

The campaign will run on social media, as well as on out-of-home screens near large pharmacies in New York City.


Client: Mars Pet Nutrition
Brand: Sheba
Client name: Fernando Silva, Liz Franks, Bernardo Simoes and Corinne Cordell
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley, Nadja Lossgott
Creative Directors: Polina Zabrodskaya, Andre Sallowicz
Creative Team: Rachel Tweedy, Jamie Chang
Agency Planning Team: Phoebe Fielding, Kerrie Boyes, Lola Neves
Agency Account Team: Alice Lindsay, Richard Mitchell, Poppy Wilson, Laura Balfour
Agency Producer: Lindsay Hughes, Kieran Sadler
Art Producer: Sophie Alliott
Agency Designer: Marion Rossignol, Mario Kerkstra
Media Agency: EssenceMediacom
Production Company: Biscuit Filmworks
Director: Angelo Cerisara
Production Co. Producer: Tom Ford
Editor: Amzek Vladislav
Post-production Company: No. 8
Post-production producer: Glen Percival
Grade: Tim Smith
Audio Post-production: No. 8
Sound Designer: George Castle
PR Agency: Weber Shandwick USD