Client: Arm & Hammer
Agency: The VIA Agency
Advertising Agency: The VIA Agency, Portland, United States of America
Media Agency: Wavemaker
Chief Marketing Officer / Church & Dwight: Britta Bomhard
Vice President Consumer Engagement / Church & Dwight: Dan Bracken
Vice President Of Marketing / Church & Dwight: Ed Kline
Director Of Marketing Home Care / Church & Dwight: Lisa Borak
Group Brand Manager / Church & Dwight: Rebecca Blank
Senior Manager Consumer Engagement / Church & Dwight: Cindy Manzo
Creative Lead VIA: Ian Dunn
Creative VIA: Will Garcia
Creative VIA: Renata Chimenti
Producer VIA: Barry Wolford
Client Strategist VIA: Leslie Henderson
Client Strategist VIA: Hannah LaSala
Director MPC: Michael Gregory
Executive Producer / MPC Los Angeles: Karen Anderson
Head Of Production / MPC London: Louise Unwin
Producer/Live Action / MPC Bulgaria: Johnny Blick
Producer/VFX / MPC London: Solomon Tiigah
Producer / MPC Los Angeles: Nicole Saccardi
Country: United States
Published: August 2020
Synopsis:
The spot showcases AbsorbX, the first cat litter that uses odor-absorbing “Desert Dry” minerals, by taking a trip to a desert dry outpost in the Old West. Bringing a sense of humor and practicality to the subject of cat litter, these spots offer a fresh take on the ‘expected’ cat litter ad. For a new approach in a typically straightforward and “icky” category, The Arm & Hammer and VIA teams partnered with the CGI powerhouse Moving Picture Company (the force behind the live action The Lion King movie) to bring these western cats to life. This campaign is a cinematic, surreal and an adorable metaphor for what cat owners will really experience – which is a litter that will absorb and dry the stuff that smells faster than any other litter they’ve used.