Cat’s Gone
The Goal
Show the odor control power of Fresh Step.
The Idea
When the smell’s gone, everything changes.
We turned that into a simple, exaggerated reaction, showing how getting rid of something everyone hates can feel weirdly triumphant.
Don’t tell Mom
The Idea
Getting one past Mom isn’t easy.
We built the story around that tension, showing how even the toughest nose can be fooled when the odor is actually gone.
The Idea
There’s a cat in this ad.
The fresher it smells, the harder it is to find.
