SHEBA’s Sad-funny new ads celebrate Cat Owners who are Allergic to Cats

Love is greater than swollen eyes and red, itchy skin.

That’s clear from AMV BBDO’s new campaign for Sheba cat food, which is based around one heartwarming (yet somewhat heartbreaking) data point—than one in four cat owners are allergic to cats but can’t resist having them around anyway.

One extra fun piece of the media plan—Sheba is putting up site-specific ads on 100 OOH screens near large pharmacies in New York City. They ask passersby if they’re stopping for allergy medication, then offer a Sheba discount via QR code.

“This insight confirms that people will do anything for their kitten—including enduring sneezing, itching, and swelling—all in the name of love; we wanted to capture this portrait of cat ownership and celebrate the willingness to give in,” said Polina Zabrodskaya and Andre Sallowicz, creative partners at AMV BBDO.

The campaign celebrates the brand’s expansion into the kitten life stage, with new Sheba Perfect Portions Wet Kitten Food.