Tomcat's latest influencer is dead against it

Tomcat – Unboxing

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Agency The Martin Agency/Richmond
Production Company Rowdy
Director Tobias Fouracre

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Credits

powered by

Agency The Martin Agency/Richmond
Production Company Rowdy
Director Tobias Fouracre
Audio Post Tiny Lion
Chief Creative Officer Danny Robinson
Executive Creative Director Ashley Marshall
Creative Director Allie Nordstrom
Head of Integrated Production Brett Alexander

Executive Producer Tricia Hoover
Associate Producer Amy Santana
DP Matthew Day
Colorist Nick Watson
Audio Mixer Andrew Everding

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It's not often that brands lead commercials with "not recommended by...", but when your product is a mouse killer and your spokesperson is a mouse, it kinda makes sense.

With its first work for Tomcat, The Martin Agency has dispenced with the norms to create a hilariously on-point series of spots in which an obnoxious animated spokesperson (or spokesrodent) performs some typically influencery actions on a product that, quite literally, is killer.

Shot by experienced stop-motion artist Tobias Fouracre through Rowdy, the campaign's bold comedy in a sector that doesn't normally lend itself to it, plus one of the greatest taglines in recent memory, makes for a memorable campaign that slays.

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“For both conceptual and budgetary reasons, we were drawn to stop motion," explains Elliot Nordstrom, creative director. "The set-up is super simple, so we knew we could build a 'world' within our budget constraints.

“But more importantly, we loved the contrast of taking a very modern medium (the YouTube unboxing vid) and presenting it in this organic, painstakingly crafted animation style. When we were able to get Tobias Fouracre on board, who worked on Wes Anderson's Isle of Dogs and Humane Society's Save Ralph, we knew we had a chance to make something special.”

“We had a lot of conversations about the character’s likability," adds Allie Nordstrom, creative director. "He needed to be cute enough for the stakes to be high, but douchey enough to also have everyone ok with the fact that we off him in the end.”