About 50 of them were made as prototypes and distributed in New Zealand (where the Temptations treats are known as Dreamies). They scamper off through the trapdoors when Temptations treats are offered. Mr. Brim said the commercial was an example of how his agency tried to use “real” cat behavior to its advantage. “On Christmas, they were posting photos of these obliterated packs, and we were like, ‘This is gold,’” Mr. Brim said. Mr. Brim of Adam & Eve/DDB said that the Catterbox campaign had gotten an enormous amount of free media attention.

Source: New York Times January 15, 2017 18:57 UTC