Unlike dogs, cats are highly independent personalities with a mind of their own, and their affection isn’t easily won.
Czechs hold the top spot in the number of pets per capita
The truth is that the pet lover segment is enormous as Czechs are passionate about their pets. In terms of pet ownership relative to population, Czechs rank at the very top in Europe. According to a survey by Nielsen Admosphere, 64% of people in the Czech Republic own a pet. Over 2.5 million people have a dog, while approximately 2.4 million own a cat.
There is a bit of psychology in it
Targeting dog and cat lovers in marketing simply pays off. Many households can relate to such advertising. According to the hypothesis of sociobiologist E. O. Wilson, humans have a natural predisposition to be drawn to other living beings. And we are fascinated by the similarities animals share with us. When watching an ad featuring an animal, the left frontal part of the brain is activated, making the ad more memorable. This is crucial in marketing. With cats, the psychology goes even further. Their round heads, small noses, and large eyes resemble the features of babies, which tugs at the heartstrings of any viewer.
A perfect example is the 2022 Christmas ad with a charitable focus, created by musician Sam Clegg. He explains: “I was inspired by the past John Lewis Christmas Adverts. This song/advert is dedicated to everyone who will be facing loneliness this Christmas time. With this song, we hope to raise for multiple charities that support people who face loneliness every day. This Christmas Advert Concept for John Lewis was filmed to show the bond between animals and humans.”
Video: Sam Clegg – All Night Long (2022)
Some brands likely couldn’t decide internally between a dog or a cat - or perhaps wanted to maximise the ad’s impact - so their Christmas advert features both in perfect harmony (and sometimes even more):
Video: The Binge – Christmas with Cat and Dog (2022)
Pets are often the centrepiece of households
The status of dogs and cats has evolved over time to a new level. Four-legged furry friends have recently become full-fledged members of the family. So, it’s no wonder that a strong emotional bond exists between a person and their pet, which can be incredibly effective in marketing - especially at Christmas. According to a survey by Sortlist (2022), ads for products not intended for pets that feature cats have 27 times more views on YouTube compared to the average number of views for any other video from the same brand on YouTube. And brands, of course, know this.
It’s no surprise that even well-known brands like Sainsbury’s use cat celebrities in their ads:
Video: Sainsbury’s – Mog’s Christmas Calamity (2015)
Elegance, playfulness, and spirituality
A cat is indeed a creature known for its independence (and even aloofness) and its ability to take care of itself. On the other hand, it is also the embodiment of home and comfort. A cat’s ability to create cosy spots for rest and relaxation can be interpreted as a symbol of home and security. And when cats form strong bonds with people, they bring joy, love, and affection into the household - with their feline pride and grace.
Video: Whiskas (2012)
Humour and entertaining moments
Viewers overwhelmed by waves of Christmas nostalgia often welcome a touch of humour during the holiday season as a pleasant change. Cats can bring the necessary lightness and a fun moment to an ad, capturing attention, engaging viewers, and bringing a smile to their faces.
For example, the Christmas ad from Temptations featuring twenty-two adorable cats and kittens is sure to resonate with anyone who has ever had a cat that knocked over the Christmas tree (or at least tried to). A horde of hungry, mischievous cats is unleashed into a decorated Christmas setting with a beautifully adorned tree, delicious treats, a festive train - and, of course, gifts. Anyone with a cat can surely imagine this “catastrophe.”
Temptations, the maker of pet treats, offers a solution to keep cats in check. The ad was created by the London agency adam&eveDDB. According to AdWeek magazine, building the festive wonderland took five days. Training the twenty-two cats and kittens lasted three weeks, and the filming itself took three days.
Video: Temptations – Keep them busy (2016)
Cats have long been clear about their preference for Temptations treats. And thanks to the TV ads, their owners are clear about it too:
Video: Temptations – All It Takes Is a Shake (2019)
Black cats don’t bring bad luck, they bring good luck
The Dutch State Lottery attempted (and very successfully) to debunk the tired superstition that black cats bring bad luck with their 2020 ad. With a black cat, luck simply follows!
Video: Dutch State Lottery – Xmas Kitten (2020)
The Czech Christmas cat is ginger, headstrong - and talks!
“Little Lord Jesus, I just don’t get the human Christmas... It’s a madhouse. Wouldn’t it be better to simply enjoy every moment as best as you can?” says the famous ginger cat from Moneta Money Bank.
Video: Moneta Money Bank CZ – Cat’s Christmas Eve (2017)
In 2016, the bank invited all of the doctor’s patients to the cat’s Christmas Eve. Moneta Money Bank also celebrated Cat Christmas in 2015, when the cat confusedly addressed the behaviour of a carp, and in 2014, he even showed off his singing skills.
Morris: The most famous cat in advertising
It is a typical American success story - first, the hero faces a streak of bad luck, but through hard work and ingenuity, he achieves fame and wealth. In this case, the hero is Morris, the world’s most famous cat. The Hinsdale Humane Society adopted Morris in 1968. As the story goes, the staff noticed his charming feline personality and contacted Bob Martwick from the advertising agency Leo Burnett. After a “cat interview,” the agency’s art director reportedly said, “This is the Clark Gable of cats.” Between 1969 and 1978, Morris starred in 58 adverts with the sardonic voice of John Erwin, creating one of the most successful and memorable advertising campaigns in television history.
Video: Morris the Cat
Cats help people, people should help cats
Marketing strategies that use cats as a key element in TV advertising are not just a trend, but a recognition of the strong bond and connection between people and their pets. Animal-inclusive ads have higher viewership across various media channels and a higher recall rate because the presence of animals activates a specific part of the human brain. Surveys and statistics confirm that appealing to the hearts of pet lovers is not just a marketing trick, but a key element of a successful campaign during the holiday season, when viewers, more than ever, appreciate the emotional depth of an ad.
Finally, let’s take a look at a short Christmas ad by the organisation Cats Protection, which focuses on the welfare of cats. The spot “Libby Left Behind” is based on the true story of a kitten named Libby, who, along with her four siblings, was abandoned in the freezing cold on a desolate country road.
Video: Cats Protection – Libby Left Behind (2019)
What’s coming next?
Next time, we will venture into the realm of nostalgia and deep emotions. Get your tissues ready - the most touching Christmas ads will be waiting for you in just a few days.
