The premium cat food brand from Mars Petcare Sheba continues its “Resistance is Futile” ad campaign with a new spot.
Titled “Proposal”, the 30-second commercial features a young man ready to pop the question to his gorgeous girlfriend at a family party. The engagement ring in his hand, he doesn’t get to do what he was intended to though, as he notices his cat, who’s apparently “asking” him through the power of her persuading eyes to serve her Sheba meal. He puts the ring aside and rushes to fulfill the feline’s wish, to the disappointement of his ladylove. The chorus of the hit power ballad “Can’t Fight This Feeling” by the American rock band REO Speedwagon is heard playing in the background, while he grabs a pack of Sheba Select Slices in Gravy with Chicken to serve his furry friend.
The “Resistance is Futile” campaign, created by AMV BBDO, debuted in 2016 with a spot featuring a beautiful Russian Blue using its charm to convince her mesmerised owner to serve her Sheba meal at a very inconvenient moment.
Sheba cat food was also promoted by Eva Longoria, in 2012, in the global “Follow Your Passion” TV ad, which saw her dancing around a house and giving a bowl of Sheba to her cat, who is presented as the actress’s passion. The Desperate Housewives star was not the only celebrity though to showcase the Sheba food. Mad Men actress Christina Hendricks was enlisted by the brand in 2014 to star in a TV ad by Abbott Mead Vickers BBDO, titled “Secret”, in which she talks about how to get what you want while a cat slinks around the house.