Unique Commercial -- Tidy Cats LightWeight

Type

The above advertisement is a commercial for Purina Tidy Cats LightWeight, which is a cat litter that has continuous odour control, is powerfully absorbent and produces light, tight clumps for easy scooping. The ad was produced in partnership with Buzzfeed, a famous YouTube account with a worldwide following, hence the format of the ad itself follows the signature humourous and engaging formula in other typical Buzzfeed videos.

Ad's appeal/Benefit of ad

The ad opens with a voiceover, presumably from a cat's point of view, expressing the need to care for humans. Paired with the title "A Cat's Guide To Taking Care of Your Human", it immediately generates interest in an audience due to its unconventionality. Earlier on, the product advertised is shown in a subliminal way, not making an appearance through most of the ad except for the end where the voiceover introduces the ad as a good alternative compared to most heavy, leading clumping litter. This makes the viewers feel as if they are watching just another Buzzfeed video in all its lightheartedness and quirky humour, retaining their attention till the very end.

What I like about the ad

The overall ad appeals greatly to cat lovers and cat owners, the exact target audience for the product being advertised. The voiceover explains human behaviour as peculiar in relative to cat behaviour and puts the viewers in the cat's position instead of the human. The product tagline is mentioned ("All the strength, half the weight") and the cat's recommendation is further emphasised when the voiceover says, "Smart human". This provides a testimony towards the effectiveness of the product and guarantees convenience for humans and pets alike. It also indicates that users of the products are "smart" in choosing the product and that they are good cat-owners.

Others

According to the 12 Master Formats of Advertising, this ad utilises the exemplary story format. The ad itself does not make the product the focal point but at the end presents it as a solution to a problem faced by the owner through the cat's point of view. Apart from that, humour has been known to be the most effective way of getting a message across to an audience. This ad uses an unorthodox standpoint to illustrate its point, making it memorable to viewers.

Sources:

(http://tv4me.edublogs.org/12-master-formats-of-advertising/)

(http://www.forbes.com/sites/marketshare/2012/10/19/what-makes-a-tv-commercial-memorable-and-effective/#76df5ee11634)