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CATS ARE in for a purrr-fect evening in front of the television tonight when the first advert designed to sell cat food to its consumers is aired. The pet-friendly advertisement from Whiskas cat food is designed to excite our feline friends with colours, movements and noises.

Their interest could be displayed by a mere twitch of the ears or it could elicit what Whiskas calls 'an active response' with cats investigating the TV or even tapping the screen.

Anyone who suggests this is a cheap PR stunt to get cat owners talking about Whiskas should be severely reprimanded. This is serious stuff. Whiskas states that the commercial is based on the best scientific research available. There was only one way to test the cat food firm's claims. We assembled a panel of six of the most discerning cats in London to watch their first mini-blockbuster. With the volume on full and the pussycats lured towards the screen, the advert began. It is a tempting medley of mouse-like squeaking and heavy purring with images of traditional feline tempters like balls of wool and mice whizzing around the screen. The judges were divided. Emma, 7, a ravishing Turkish Van cat, tilted her head carefully when the purrs reached full pitch but then padded away seconds later. Her son, Boychik, 5 and a half, preferred to watch the entire proceedings perched on top of the television. Minnie, 6, a Ragdoll, was more interested and listened carefully to the arrangement of squeaks and excited cat yelps emanating from the screen. Most thrilled was her daughter Holly, 5, who ran to the screen and purred as the fluffy birds bounced and Whiskas packaging shot around the screen. The two Somali pedigrees were less easily impressed. Lucy, 6, demonstrated her disdain when, halfway through the 40 second commercial, the sound of the cat flap thumping shut showed she'd made an early exit. Titchy, 5, wasn't quite so firm in her cat criticism, stalking behind the sofa rather than out of the back door. Of those surveyed, three out of six said they liked it. But the cats' owner, Standard journalist Mira Bar-Hillel was unconvinced. "It was a bit unnerving, especially for those of a nervous disposition. I think they should stick to aiming the advert at the owners, not the cats." Sandra McCune, animal behaviourist and consultant to the Whiskas project, said: "This has been a particularly exciting pro- ject to have been involved with because although it is based on some serious cat behaviour research conducted around the world, it is ultimately all about having some fun - for the cat and owner". Cynics will pooh-pooh the idea that cats will respond to the television since they operate largely on smell and not visual stimuli, but Whiskas is confident of success. "One thing we are sure about is that many owners tell us their cats are interested in the TV and we think they'll really enter into the spirit of the idea and the thinking behind the ad." said Ms McCune. After Tellytubbies talked baby language to babies and children's adverts aimed toy commercials specifically at the child it was only a matter of time before our pets were spoken to as well. But the cats do have a few disadvantages over their human TV- watching companions. They can't switch channel for one and they won't know what time the advert is due on. To emphasise that the commercial is for your cat Whiskas is running a 10 second warning to owners to get their cats stationed in front of the television. Lord Saatchi, head of M&C Saatchi said: "One of the conundrums of pet food advertising has always been that we are advertising to purchasers who don't consume and consumers who don't purchase. MAYBE the new advertisement will break new ground." However fascinated the moggie is, he can't head down to the supermarket and buy the cat food. Writer Bernard Levin tells a story about his favourite cat food advertisement broadcast in America for a product called Miaow. Its slogan delivered the truism "Cat food so good your cat will ask for it by name". The Whiskas commercial runs tonight during Coronation Street on ITV.

# posted by Medical Information : 3:22 AM