Oversized cats, oversized laughs. Chicago’s Two by Four teams with Cat’s Pride on “Breathe Easy,” a storytelling-led campaign that literalizes the two worst parts of litter duty, odor and heavy bags, as giant, scene-stealing cats that crash daily life. The fix? Cat’s Pride’s lightweight litter with instant and long-lasting odor control that “knocks litter care down to size.”
Pet-care ads often get stuck in the land of lab coats and litter pellets. “Breathe Easy” swings for emotion and metaphor, turning invisible odor into an obvious problem, then delivering a clear, single-minded solve. It’s cheeky without being cutesy, and the scale gag is sticky (pun intended): once you’ve seen a 10-foot cat loom over a charcuterie board, you can’t unsee it.
The creative centers on two TV spots, supported by high-impact digital, banners, and social—part of a broader brand shift “away from purely functional messaging” toward confidence and peace of mind. It’s also a smart move for a challenger brand in a commoditized category: demonstrate relief you can feel, not just statistics you can quote. Watch below:
“Cat owners want peace of mind that odor won’t disrupt their home and that litter care won’t feel like a heavy burden,” says Lisa Mak, VP of Marketing, Oil-Dri. “With Breathe Easy, we’re showing that Cat’s Pride delivers superior odor control in a lightweight, easy-to-carry formula so you can focus on enjoying life with your cat.”
“Odor is invisible, but the stress it creates can be overwhelming,” adds Adam Von Ohlen, CCO, Two by Four. “By bringing both odor and weight to life as giant cats, we created a fresh, unforgettable way to dramatize Cat’s Pride’s performance and the relief it delivers.”
Big cats, big insight, simple promise: lighter litter, cleaner air, calmer humans. For turning a universal pet-parent pain into cinematic comedy (and a brand platform that can roam), Cat’s Pride and Two by Four earn our props.
CREDITS:
BRAND: Cat’s Pride
AGENCY: Two by Four
- Chief Creative Officer: Adam Von Ohlen
- Copywriter: Aaron Bonsignore
- Art Director: Adam Von Ohlen AND Alejandra San
- Producer: Annie Tsikretsis
- Account Director: Angela Drewno
PRODUCTION COMPANY: Dreamboat Pictures
- Director: The Norman Brothers
- Producer: Jorie Kopy
- Project Coordinator: Jeremy Freeman
- Director of Photography: Jason Chiu
- Executive Producers: Kipp Norman AND KC Norman AND Peter Williams
- CGI: Peter Timberlake
- CGI Studio: Queen Studio
- Production Manager: Holli McGinley
AUDIO: Floodgates Audio
Sound Design: Joe Food, Colin Mulhern
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