Being on holiday I didn't see this ad until late last week, but it was worth the wait. As a loyal user of Cravendale I was quite sad to see the Cow, cyclist and pirate go; they gave the brand a lovely playfulness.
While the latest ad is a little more traditional in its' make up (reminding a bit of the old 'so good the cows want it back' ads), it absolutely works in giving the brand a leading yet silly tone of voice.
At first glance it felt like using cats was a concession that 'this thing will be online, so what do people watch online?' Yet the humour, detail and execution lets the campaign avoid any notions of being contrived.
Any cat fan knows that their cat would clearly like to take over the world. There is no exaggeration at all, but Bertrum Thumbcat is being used in a witty way that reminds me a little of the excellent Pinky and the Brain. Cats are fascinating creatures, and I hope the campaign continues to explore this (as they are doing online) and avoids falling into the trap of repeating itself.
You just cannot argue with advertising like this. (Especially now the cats are read up on military strategy)