This is a story of an everyman on an epic mission to make his cat – possibly the world’s grouchiest feline with the highest standards – say ‘Wow’ again.

To mark the launch of Samsung’s best TV yet, the 2023 Neo QLED 8K, our strategy was to move away from feature-led communications typical of the product category, and claim emotional superiority with an entertaining and memorable story everyone can relate to. Will the world’s best TV Wow the biggest critic of all — the world’s grouchiest feline? Putting an adorable grumpy cat at the centre of our epic tale, that’s our way of making our TV catnip for the internet.

At the time of submitting this entry (March 2023), our film has only just launched and is rolling out globally. So we are in the early days of measuring effectiveness.

While Samsung was pleased with the positive link test results (their highest scored in three years), for us, the real achievement is the fact that we convinced a client whose only foray into storytelling had been with an ostrich and a spider to move away from feature-led product films and to launch their flagship TV in a way only a grumpy cat can do.

The cat is universally loved on the internet for its adorably judgemental nature. That’s why we chose to feature in our film a very grouchy-looking feline – probably with the highest standards the world has ever seen – to show how extraordinary the Neo QLED 8K truly is to make this grumpy fellow go ‘Wow’.