Description
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.”
This professional campaign titled 'Cats Will Do Anything' was published in United Kingdom in April, 2025. It was created for the brands: DREAMIES™ and Mars Petcare, by ad agency: adam&eveDDB. This 360°, Film, and Integrated media campaign is related to the Pets industry and contains 1 media asset. It was submitted 26 days ago.
Credits
Client: MARS
Brand: DREAMIESTM
Project/Campaign Name: Cats Will Do Anything
Client
Global Chief Growth Officer: Natalia Ball
Chief Growth Officer, Mars Pet Nutrition Europe: Melodie Nye
TEMPTATIONS™/DREAMIES™ Global Brand Director: Deborah Chapple
Care & Treats Business Unit Director: Mariana Coronel
DREAMIES™ European Brand Director: Hala Sinno
DREAMIES™ European Brand Manager: Hannah Screeton
DREAMIES™ Global Brand Manager: Victoria Shimwell
Senior Corporate Affairs Manager (UK): Laura Vallance
Senior Manager, Public Affairs and External Communications (Regional): Finley Morris
Agency: adam&eveDDB London
Creative
Chief Creative Officer: Ant Nelson
Chief Creative Officer: Mike Sutherland
Chief Creative Officer: Richard Brim
Creative Director: Ben Stilitz
Creative Director: Colin Booth
Creative: William Cottam
Creative: James Crosby
Production
Producer: Mary Fostiropoulos
Planning
Executive Strategy Director (OMC): Nick Hirst
Planning Director: Roisin Mulroney
Senior Planner: Jack Gilbert
Planner: Lucy Wilson
Chief Executive Officer
Miranda Hipwell
Account Management
Managing Partner: Charlotte Cook
Business Director and Account Management Development Director: Loella Collier
Account Director: Alexandra Burchett
Account Manager: Lizzie Coombs
Account Manager: Natasha Custis
Account Executive: Chris Alldridge
Project Management
Senior Project Manager: Charmaine Balay
Senior Project Manager: Becky Faloju
Legal
Senior Legal Counsel: Tom Campbell
General Counsel: Candice Macleod
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, Greta Kossowska, Angela Bernado, Kalairasu Puhalendhi, Shariq Altaf
Colour Grading Company
Colourist: Florian Metzner
Soundtrack
Titch (‘Itch’) by King Salami
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
Regional Strategy & Planning Lead (on Dreamies): Nason Ezhilchelvan
Regional Senior Planner (on Dreamies): Marko Todorovic
Regional Deployment Lead (for Mars Pet Nutrition): Ilya Safronov
Global Client Lead (for Mars Pet Nutrition): Eloise Huntingford
