Whiskas let a silver tabby narrate his own thoughts in 'Feed Their Curiosity'

Create a new brand platform and campaign celebrating what owners love most about their cats — their inquisitive, curious personalities — and Whiskas' role in feeding that curiosity, running across the UK into Christmas 2016 and beyond.

Three 20-second films shot from inside a curious cat's head — his inner monologue interrupted every time by the sound of a Whiskas pouch opening downstairs.

Three 20-second ads centre on a gorgeous silver tabby approaching everyday situations: a drop of water falling from a bathroom tap, a light switch transforming darkness into light, a forgotten hairbrush teasing with its spines. Each film is voiced with the cat's thoughts, giving viewers his curious take on the world — until the sound of a Whiskas pouch being opened in the kitchen distracts him and he races through the house to dive into the food. Directed by Charlie Crane, the campaign ran on TV and online across the UK leading up to Christmas 2016 and continued into 2017, supported by activation across Whiskas' social channels.

'Feed Their Curiosity' launched as Whiskas' new UK brand platform, running on TV and online through Christmas 2016 into 2017 with social support. The source reports no measurable results.

What owners love most about cats, AMV BBDO argued, is exactly what makes them cats: the inquisitive, curious way they approach the world. That insight became 'Feed Their Curiosity', a new brand platform for Whiskas launched in October 2016 with three 20-second films directed by Charlie Crane.

Each film follows a gorgeous silver tabby through mesmerising close-ups of everyday situations — a drop of water falling from a bathroom tap, a light switch turning darkness into light, a forgotten hairbrush teasing with its spines. The cat's inner thoughts are voiced throughout, letting the viewer experience the world the way he does.

The twist is the platform's punchline: every reverie is broken by the sound of a Whiskas pouch being opened in the kitchen, and the cat sprints through the house to dive into his food. Whiskas UK brand director Katie Griffiths framed the product as the feeder of curiosity itself; ECDs Alex Grieve and Adrian Rossi described a fusion of whimsical copywriting and animal cinematography that takes viewers inside a cat's mind 'like never before'. The campaign ran on UK TV and online into Christmas 2016 and continued into 2017, supported by the brand's social channels.

The insight came from owners themselves: curiosity is the trait they love most, so celebrating it makes the brand feel like it understands cats rather than just selling cat food.

The cat's inner monologue gives the films a repeatable structure — wonder, then interruption — that future executions can reuse for years.

Casting one mesmerising silver tabby rather than a menagerie kept the focus on a single cat's point of view, which is where the charm lives.

Attaching the product to the pouch-opening sound made the pack itself the story's trigger, tying brand warmth directly to purchase.

A brand platform built on one universally recognisable pet behaviour gives years of executions a single spine: dramatise the behaviour faithfully, then attach the product to its trigger.

The platform ran across UK TV, online and social through Christmas 2016 and into 2017. The source article reports no audience or sales figures; Whiskas and AMV BBDO continued working together on later cat-perspective campaigns.