We continued our partnership with Animal Planet’s Puppy Bowl to create custom content for the Kitty Halftime and ARM & HAMMER™ Hardball litter. The multi-platform campaign included social-first videos for IG, FB, TikTok, and YT, along with linear cutdowns of the best moments.

Creatively, we reimagined the kitty athletic facilities beneath the Puppy Bowl stadium as a custom 4-room set, complete with a custom locker room, weight room, recovery room (featuring massage tables, napping area, and ice bath), and bathroom, stocked with only the finest supplies where the cats could move freely between rooms to explore and play. We also built a warehouse set where the cats could work on their Mardi Paws float for the parade, complete with cat-sized tools, toys, and the makings of an epic centerpiece. All shooting was completed in tandem with animal handlers and a MAP representative to ensure the animals were safe, happy, and well cared for.

The Puppy Bowl was the #1 non-sports cable telecast of the day on Super Bowl Sunday in all key adult demos. Simulcast across Animal Planet, Discovery, TBS, truTV, Max and discovery+.