Paws.com prides itself on offering pet owners the opportunity to personalise the food their give their furry friends – so it stands to reason that its new ad campaign focuses on individual pets, rather than a generic ‘dogs or cats will love this’ push.

A series of ads focuses on one animal at a time, and imagines what each would say if it could talk. Grumpy-looking cat Carlos “would tell you he’s got a very sophisticated palate”, for example, and is seeking options beyond boring tuna. Terrier Yoko has a hunger for chew toys and treats, while poor old basset hound Baz would complain about his hip and confess chicken “gives him terrible wind”.

The voiceover from scruffy comedian Joe Wilkinson – who can credibly claim to empathise with Baz – is a masterstroke. He adds seemingly improvised wit, and makes an already distinctive campaign (it has a limited but strong colour palette) even more memorable.

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