Nina Taylor, creative director, OgilvyOne Worldwide
The truth is, I haven’t been to the toilet on my own for three years now. Not once.
He’s always there, watching me wee like a perverted furry voyeur. Sometimes he’ll even lick his crown jewels at the same time. He’s my feline shadow, and his name is Robin. I’ve always wondered: “Is this normal? Am I normal?”
The answer came to me this week in the shape of an 18ft tall ad of a woman sitting on the loo, as her cat stares up at her. And it declares confidently that I’m not mad. Because, apparently, “It’s not loopy, it’s love.”
This campaign for Lily’s Kitchen uses outdoor in the only way it should; by being super-bold, engaging and downright unmissable. Putting a picture of a woman on the loo is a brave move to sell cat food. Putting her 18ft tall is even braver. But empathy is where the genius lies in this campaign, and that’s what makes it work so well for outdoor. Any cat obsessive has been on this toilet.
The art direction is classic, while the photographic point of view is fresh and plays perfectly with the first-person copy perspective. This campaign knows that there are cat owners out there who will dish out more dough on cat food in a month than they will on new clothes. And one of those people is me. Do I get my cat to “talk” on the phone? Tick. Does my cat wake me at 4am to play? Tick. Do I never go to the loo on my own? Tick. Will I buy Lily’s Kitchen? Tick. Tick. Tick.
Simple and bold, this campaign succeeds where lots of others fail, because it knows who it’s talking to, makes them notice, hooks them in, and makes them smile. It’s a rare thing these days, but one that I’m sure eight out of 10 of us would agree makes the ad world a better place.