LONDON (Reuters) -- First there was "girl power," now Britain's advertising gurus have hit upon "pet power."
A British cat food maker is launching on Wednesday what it says is the first TV commercial to go over the heads of pet owners and speak directly to their feline friends.The 40-second ad features cat-friendly pictures of fish, mice, birds and a ball of string set against a soundtrack of meows, tweets and micelike squeaks.
Whiskas, the cat food maker, will also run a 10-second pre-ad spot to urge owners to get their cats stationed in front of the TV set, said M&C Saatchi, the advertising agency that created the $825,000 commercial.
The ad will be shown during one of Britain's top soap operas when an estimated 7 million cats will be watching.
The advertisers hope the sight of their pets glued to the screen will get owners heading for the shops, the agency said.