The music video with the most cats ever - Deposit Photos | Clapboard Ad Archive
Deposit Photos’ 2017 campaign The music video with the most cats ever reframed the visual vocabulary of technology marketing by tapping into the irrepressible beat of pop culture, piggybacking on the official music video MEOW! by Israeli duo Cherie and Renno with a confident, tongue-in-cheek fusion of parody, music, and visual effects. Sited in the Internet / Technology market and created with a clear understanding of the contemporary audience’s appetite for shareable spectacle, the campaign was unapologetically playful: at its core sat a lively audiovisual pastiche that gleefully borrowed all the familiar cues of a high-energy music video — quick cuts, oversaturated color, and the kind of brash, bravura performance that could only exist in the post-internet age — but overlaid with a relentless visual motif of cats, encouraging viewers to hunt for every feline cameo and continue their journey off-platform to Cherieandrenno.com. Rather than a solution-driven narrative or overt demonstration, Deposit Photos took an approach that sits squarely within Clapboard’s FORMAT#12—Parody or Borrowed Format—an intentional mimicry and gentle subversion of the popular music genre that leveraged the recognizability of music video tropes to foster brand association with creative ingenuity and digital-first thinking. This was far from a standard product showcase; instead, the campaign positioned Deposit Photos as the quiet orchestrator behind a cultural happening, cross-pollinating music streaming, social media, and branded web experiences to maximize engagement while keeping product integration light but ever-present through consistent visual flair and editorial tone. The interactive mechanic — challenging viewers to spot all the featured cats — mobilized a sense of play, directly driving digital footfall to owned media and extending the campaign’s tail beyond the initial viewing window. With amplification across Facebook, SoundCloud, iTunes, Apple Music, and Spotify, Deposit Photos demonstrated an adept understanding of contemporary media ecosystems, ensuring the campaign’s presence in every relevant feed and playlist. In a market category too often defined by abstract visuals and soulless demonstrations, the agency’s creative strategy carved out a distinctive narrative space rooted in fun, spectacle, and the affirmation that technology brands can drive conversation by embracing pop formats and subversive wit. The campaign earns 72/100 in Clapboard’s global creative archive. Deposit Photos’ feline-powered parody matters because it demonstrates how brands in the technology sector can capture attention and propagate brand relevance by appropriating and reinventing category-agnostic pop culture, rather than relying solely on traditional product storytelling.
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