London, April 9th 2025:DREAMIES™, part of the Mars, Incorporated family of brands, is launching a new global campaign ‘Cats Will Do Anything’, celebrating the creative, cunning and extreme lengths cats will go to in order to get their paws on the irresistible treats.
The campaign launches with ‘Hang Tight’, a high-octane film created with adam&eveDDB and follows the widely-seen and shared out of home ‘Ad Attack’.
The 20-second spot, directed by Aircastle and produced by SMUGGLER, opens on a CGI cat determinedly clinging to the side of a speeding truck. But the dare-devil cat isn’t alone – it’s accompanied by a clowder of feline friends attacking the DREAMIES™ branded vehicle, because ‘Cats Will Do Anything’ for the irresistible treats. The film is soundtracked by King Salami’s ‘Titch’
The CGI cats starring in the spot are created by Untold Studios, with multiple variations replete with unique grooms, patterning and markings.
The campaign is launching across multiple European markets, including the UK, Poland, Spain, France, Italy and Germany, before rolling out globally later in the year. The launch will span TV, online video, OOH and social, created by adam&eveDDB in collaboration with Essence Mediacom, The&Partnership, Automated Creative and Mars United Commerce.
Deborah Chapple, Global Brand Director, states: “Our DREAMIES™ Treats campaign kicks off with a daring new spot featuring fearless felines, led by Sunny, Tony & Titch, showcasing the hilarious antics cats pull to enjoy our irresistible treats!”
Melodie Nye, Chief Growth Officer, Mars Pet Nutrition Europe, said: “This full-funnel campaign shares hilarious stories at every touchpoint, showing just how far cats will go to get their paws on our products.”
Ben Stilitz and Colin Booth, Creative Directors, adam&eveDDB, added: “As any cat owner can attest, cats will do anything to get their paws on DREAMIES™ treats. Our new spot dramatises this simple truth in ludicrously epic and action-packed style.”
CREDITS:
Client: MARS Brand: DREAMIESTM Project/Campaign Name: Cats Will Do Anything
Client: Natalia Ball – Global Chief Growth Officer Melodie Nye – Chief Growth Officer, Mars Pet Nutrition Europe Deborah Chapple – TEMPTATIONS™/DREAMIES™ Global Brand Director Mariana Coronel – Care & Treats Business Unit Director Hala Sinno – DREAMIES™ European Brand Director Hannah Screeton – DREAMIES™ European Brand Manager Victoria Shimwell – DREAMIES™ Global Brand Manager Laura Vallance – Senior Corporate Affairs Manager (UK) Finley Morris – Senior Manager, Public Affairs and External Communications (Regional)
Agency:adam&eveDDB London
Creative: Ant Nelson – Chief Creative Officer Mike Sutherland – Chief Creative Officer Richard Brim – Chief Creative Officer Ben Stilitz – Creative Director Colin Booth – Creative Director William Cottam – Creative James Crosby – Creative
Production: Mary Fostiropoulos – Producer
Planning: Nick Hirst – Executive Strategy Director (OMC) Roisin Mulroney – Planning Director Jack Gilbert – Senior Planner Lucy Wilson – Planner
Chief Executive Officer: Miranda Hipwell
Account Management: Charlotte Cook – Managing Partner Loella Collier – Business Director and Account Management Development Director Alexandra Burchett – Account Director Lizzie Coombs – Account Manager Natasha Custis – Account Manager Chris Alldridge – Account Executive
Legal: Tom Campbell – Senior Legal Counsel Candice Macleod – General Counsel
Business affairs: Layla Husted
Design: Oliver Watts
Production Company: SMUGGLER Director: Aircastle Managing Director: Fergus Brown Managing Director/ EP: Lucy Kelly Producer: Gustav Geldenhuys DOP: Joe Douglas
Service Production Company: Migrate Films Producer: Libbi Ball Production Manager: Nikki Geater Production Coordinator: Xola Maswana Production Assistant: Megan Williams 1st AD: Johnathan Petersen Production Designer: Elmi Badenhorst Animal Wrangler: Nicole Jennings Costume Designer: Sylvia van Heerden Hair & Make Up Artist: Monique Bezuidenhout
Editing company: Marshall Street Editors Editor: Matt Pochettino Assistant Editor: Josh Sampson Producer: Faye Butler Exec Producer: SJ O’Mara
VFX: Untold Studios COO: Neil Davies Creative Director: Jon Wood VFX Supervisor: Christian Baker-Steele Executive Producer: Ian Berry Producer: Becky Roberts Co-ordinator: Millie Sharratt CG Supervisor: Maria Carriedo Lead Animator: Aimee Westley VFX Artists: Jinhui Wang, Heidi Dahle, Michael Diprose, Thomas Huizer, Marta Esteban-Infantes, Lewis Pickston, Pete Hughes, Paul Creamer, Gez Wright, Henry Affonso, Federico De Ciantis, Michele Fabbro, Elena Distefano, Irina Alzuru, Agust Baldursson, Alex Miller, Umesh Sawant, Gretą Kossowska, Angela Bernado, Kalairasu Puhalendhi, Shariq Altaf
Music Supervision: Theodore – Tom Stanford & Alfie Franks
Audio postproduction: 750mph – Sam Ashwell & Matt Valentine
Media Agency: Essence Mediacom, Global Strategy Lead (for Mars Pet Nutrition) – Toby Roberts Essence Mediacom, Regional Strategy & Planning Lead (on Dreamies) – NasonEzhilchelvan Essence Mediacom, Regional Senior Planner (on Dreamies) – Marko Todorovic Essence Mediacom, Regional Deployment Lead (for Mars Pet Nutrition) – Ilya Safronov Essence Mediacom, Global Client Lead (for Mars Pet Nutrition) – Eloise Huntingford
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