Sometime during World War II, graffiti of a man with a long nose peering over a wall and the message “Kilroy was here” began popping up in the most unlikely and often dangerous places. It was boldly hand drawn on rocks and trees on the battlefields of Europe and the South Pacific, painted on the side of warplanes, on U.S. troopships, Army jeeps and bombed out buildings. The little Kilroy man became the logo of American GIs, and a way to taunt the enemy that there was no safe place to hide. The more remote and inaccessible the location, the more likely a GI would paint the graffiti to announce they had been there first.
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The new advertising campaign for Whiskas from Abbott Mead Vickers BBDO in the UK is built around the premise that big cats (i.e., leopards, lions, jaguars, etc.) and little cats share the same natural instincts. Understanding this behaviorial link, Whiskas says it gives domestic kitties all they naturally need in one pet food product. I love the ads, but question the connection. My cat sleeps all day and won’t take on anything more dangerous than a fake mouse and a ball on a string. But I can imagine that when my cat daydreams, she sees herself stalking a herd of zebra, cozying up to lions, taunting an elephant, and running as fast as an antelope. In her dreams, she’s untamed and courageous and keeping company with wild beasts. She’d love these ads.
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