Sheba Is Running Ads at 4 a.m., Just as Your Cat Is Waking You Up

It’s 4 a.m. Do you know where your cats are?

Sure, you do. Because they’re yowling for breakfast, tearing up the furniture (again!) or plopping themselves down (affectionately?) on your face, urging an immediate start to the day.

This amusing film from Mars Inc.’s Sheba cat food puts their crepuscular capers on display:

Never fear, sleep-deprived owners, Sheba feels you, and recently launched an initiative to help humans and felines return to dreamland after pre-dawn cat calls.

AMV BBDO and BBDO New York devised the “4 AM Stories” campaign, anchored by a podcast on Spotify featuring folk musician Doctor Dillon (aka Steve Dan Mills), whose 12 minutes of dulcet drones are suitably somnambulant. Sheba also invites owners to share their #4AMStories on Instagram through Nov. 19 for a chance to win some free product. Here’s a sponsored post from iAmMoshow, aka the cat rapper:

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

#Ad You already know my cats make me so happy, but…they can also make me tired. I know you feel me when I say that the 4AM wakeup call is for real. Luckily, @SHEBABrandUS has my back. Thanks to the SHEBA® PERFECT PORTIONS™ packs, I don’t have as many #4AMStories as I used to. Share and post your own 4 AM cat story and tag me and @SHEBABrandUS using #4AMstories – I may share some of my favorite stories and you’ll have a chance to win a YEAR of free SHEBA® cat food!

A post shared by iAmMoshow?(The Cat Rapper ™ ?) (@iammoshow) on Oct 30, 2020 at 10:18am PDT

Maybe Queen Sushi can’t sleep because she got her dander up over that creepy Temptations movie Scaredy Cat!

And we’ve only scratched the surface, because the effort also includes branded GIFs, homepage takeovers and ads running on Facebook and Instagram at 4 a.m.

CREDITS

AGENCY
AMV BBDO/BBDO New York
CREATIVE DIRECTORS: Jay Phillip, Neil Clarke
COPYWRITER: Zak Loney
ART DIRECTOR: Zak Loney
PLANNERS: Emily Brydon, Brian Williamson
ACCOUNT DIRECTOR: Matt Henry
ACCOUNT EXECUTIVE: Ella Fanshawe
PRODUCER: Michelle Walton

MEDIA AGENCY
MediaCom

PR AGENCY
Weber Shandwick

DIGITAL EXPERIENCE AGENCY
Barefoot Proximity