NY-based audio post house Sonic Union and The Moving Picture Company director Jake Mengers transform the trials of pet ownership into a day at the spa in this new :30 “Kitty Massage” for Cat’s Pride® out of Doner, Detroit. The spot features a woman fatigued from hauling heavy kitty litter, who is later granted relief by a professional massage from her cat in addition to a second :30 “Pass Out Cat” which features a cat passing out from the foul scent of a generic litter brand, later revived by a much more energetic Cat’s Pride® Fresh & Light™ litter user.
“Kitty Massage” opens with a woman hauling what appears to be a 28 pound bag of cat litter as a voiceover begins, “For years you’ve struggled with heavy cat litter.” As the woman rubs her shoulders, the voiceover continues, “And you’ve found ways to cope.” We cut to shots of a cat setting a calming atmosphere, turning on soothing music and lighting candles. Then you see the woman laying on a massage table with the cat expertly pulling out all the stops for a spa-style massage. The cat wipes sweat off its brow, and the voiceover states, “But now, there’s new Cat’s Pride® Fresh & Light™.” We see the Fresh & Light™ container being tipped up on a scale by the generic brand with the voiceover, “It’s special blend not only absorbs odor-causing enzymes, it’s up to 25% lighter with the same number of uses of other clumping litters.” Both the woman and cat are relaxing with facial masks as the voiceover goes on, “Less work for you and your cat.” The spot concludes with the Fresh & Light™ container accompanied by the voiceover, “New Fresh & Light™. Changing Litter for Good™.” [less