Whiskas campaign "Purr more" by AMV BBDO (Whiskas)

https://www.youtube.com/watch?v=GA13dHGfZYo

The first audiovisual campaign produced by AMV BBDO in 2021 for Whiskas explores the dream sequence of a cat in cat-friendly scenarios. The use of scientifically proven stress-reducing music for cats and the absence of dialogue shifts focus on the cat's actions (gesture signs), expressions (mimic signs) and other linguistic signs, through Ferdinand de Saussure's semiotic theory and Stuart Hall's encoding & decoding theory. This audiovisual captivates the target audience with many relatable moments (e.g. the opening of Whiskas wet cat food, the cat's playful interaction, and the cat-shaped box submarine etc.). By the end of the advertisement, it will be concluded with a cat in a relaxed state, reinforcing Whiskas as a trusted provider which will be explored (Magazine & Magazine, 2021; Łukasz Doborzyński, 2021).

Part 1: Entrance scene

The content begins with a peaceful atmosphere, as the sound of the purring cat draws the viewer in. The opening shot then transitions to the Whiskas wet cat food after being opened by the owner, which is considered a significant moment. The cat's eagerness to eat the food is evident through its eyes as it moves towards the food. The following scene shows the cat relaxing on its owner's lap while purring, further emphasising its satisfaction after eating. This moment effectively communicates how the brand's products satisfy the cat's needs and desires.

Figure 1 Entrance

Part 2: Yarn scene

This scene then transitions with the same continuous purr, while the cat starts chasing the moving string. The purr conveys the pure joy and pleasure of the cat stated by Dowling (2022). The joy is also evident when the cat chases the yarn string and untangles the objects within the room, the more the string grows, it increases the cat’s excitement and speed. This is interpreted as a trigger to the cats’ predatory skills which the cats are very well-known among cat owners (Snow, 2019). The string untangles the following objectives; fish, a tv with a mouse and a lamp, which are also known as cats’ prey or items they usually play with. This scene not only showcases the playful nature of cats for a wider audience to learn and understand, but also establish a relatable connection with the target audience and their own pet cats.

Figure 2 Yarn room

Part 3: Submarine scene

The subsequent scene has a cat-shaped box submarine swimming in the ocean, following a fish beforehand. Since the fish is well known their favourite food, it represents the cats’ natural predatory nature. After looking out at a group of fishes through the submarine window, the purple button labelled “dinner time,” was pushed. The button adds a layer symbolising the fulfilment of the cat's primal need for food, with a group of fish entering the submarine. Meanwhile, the cat-shaped submarine made out of a box is often associated with comfort and safety for cats claimed by many cat owners.

Figure 3 Submarine under the ocean/sea

Part 4: Laundry scene

In the next scene, the interaction between humans and cats is explored, getting the attention of cat lovers and owners. This particular scene consists of several signs conveyed through the cat's body language and the act of hands. The scene primarily portrays the gentle petting of the cat, even the cat's belly, which is known to be a sensitive area, symbolising the presence of trust (Kelley, 2021). The cat entrusts its belly to the hands for petting. However, when the attention shifts towards the cat's tail, a breach of the cat's boundaries occurs as one of the hands attempts to stroke it. This violation is effectively communicated through a pause in the music, the cat bringing its gaze down to its tail, and the other hand slapping away the offending hand, by the wagging of a finger as a sign of "no." This serves as a reminder that boundaries should be respected which can be a relatable moment of learning that is truly valued by those are privileged of being cat owners.

Figure 4 Laundry scene

Part 5: Ending scene

The final scene portrays the first scene, a relaxing cat on the owner’s lap. The relaxation suggests how the cat enjoyed the dream. This is later emphasised through the wink and its continued purring, meaning in the end, the cat is content and satisfied. Moreover, the transition to the Whiskas logo at the end of the scene serves to reinforce the brand as a provider of high-quality cat food, contributing to the cats’ happiness, proving the cat owners to rely on a trusted provider of cat food.

Figure 5 Ending & Whiskas logo

In conclusion, Whiskas' cat food strategy utilises semiotics to communicate its message to cat lovers and owners. The advertisement includes signifiers and signified that represent different aspects of a cat's natural characteristics; their predatory instincts, need for comfort, and boundaries. These visual representations resonate and associate with their target audience, based on their personal experiences with their pet cats. By encoding these signs and symbols with an understanding of their target audience, Whiskas achieved its commitment to meeting the desires of cats. Through the decoding process, cat owners interpret and appreciate the Whiskas’ message, recognizing their dedication to provide high-quality products catering the cats’ well-being.