How to please your cat - Felix | Clapboard Ad Archive

Felix’s 2015 digital campaign How to please your cat brought the mischievous energy of its brand directly into the living rooms of UK cat owners with a wry, distinctly British take on feline logic and the universal curiosity of pet lovers. Created for Felix in the food and drink sector and rooted in a charm offensive driven by a single highly-shareable media asset, the campaign centers on the now-iconic black and white cat as it encounters an array of well-intentioned gifts from its owner — a new cat gym, plush bed, and playful toy — only to respond with the trademark unpredictability and penchant for subversion familiar to anyone with a cat at home. The humor is sharp and resonant, deliberately playing into the gulf between human intentions and a cat’s actual interests, while seamlessly integrating brand purpose: Felix cat food is presented not just as a product, but as the exclusive source of the cat’s irrepressible vitality and appetite for mischief. In what Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story, the benefit of heightened energy provided by Felix is skillfully positioned as the driver of the cat’s every antic, making the product practically inseparable from the campaign’s joyful anarchy. With more than 1.3 million views, the film’s success rested on its understanding of digital viewing habits, deploying succinct storytelling that is rich in behavioral insight and built-in calls to action—clear invitations for consumers to discover new cat content and connect with a constellation of international Felix social media communities. This digital campaign stands out for sidestepping sentimental pet clichés in favor of a knowing, contemporary approach that rewards cat owners by reflecting their lived experience, all while channeling their affection toward the playful spirit underpinning Felix’s meal and treat range. The campaign earns 64/100 in Clapboard’s global creative archive. How to please your cat matters to the industry because it shows the power of aligning a brand’s emotional core with the unpredictable logic of its audience, reminding marketers across categories that authenticity paired with expert craft can turn even a single asset into a sustained conversation.