Robbie Williams Plays Second Fiddle to Felix the Cat in Campaign from Purina
Purina's Felix has announced a partnership with global music superstar Robbie Williams as part of an AFG and Craft Worldwide European-wide campaign.
Robbie Williams lends his voice to the iconic Felix character with a joyous and upbeat track in Robbie's signature style, drawing inspiration from his own cats and the antics of the playful Felix. Robbie is joined on stage by a live orchestra to celebrate all aspects of Felix's mischievous personality. Robbie co-stars in the accompanying film, directed by Marco Grandia, alongside a cheeky Felix, playing second fiddle to the much-loved feline.
In addition to the film premiere, which began on January 25th and is being broadcast simultaneously across all 25+ European markets, the multi-channel campaign will include Meta, TikTok, a partnership with YouTube, FelixandRobbie.com, and additional activations later this year.
The campaign, designed and developed by AFG, builds on the success of Felix's 'It's Great to Be a Cat' platform, which debuted in 2022. The release of 'It's Great to Be A Cat,' a bespoke track sung and written by Robbie Williams, marks an exciting evolution for that platform in 2023.
Robbie Williams said: “The cat is out of the bag, I’m the new voice of Felix. I’ve been a long-time fan of cats, I’ve had many feline friends over the years and after studying their fascinating behaviour, I can confidently say, It’s Great to Be a Cat.”
Rebecca Marshall, Felix senior brand manager, Purina UK&I said: “It’s Great to Be a Cat is a true celebration of what Felix represents – fun, mischievous, entertaining and a true reflection of just how great cats are. This campaign will continue to elevate the brand to new and existing audiences, and we believe Robbie and his iconic voice are the ideal partnership for us.
“For the first time, we have used different approaches across multiple channels for the campaign, including a YouTube partnership and TikTok with creators in the UK as well as some upcoming experiential activations. We’re excited to see the results that are delivered.”
Daniel Taylor, managing partner at AFG said: “We were very excited to be bringing two lovable and mischievous superstars together in this exciting collaboration between Robbie and Felix. For years Felix has always been a much loved and mischievous cat entertainer, and Robbie is the perfect brand fit. Our brief from Purina was to take the Felix brand to the next level – for it to become a more inspiring and visionary brand for all cat owners.”
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