So Soft and Dreamy, They're The Cat's Pyjamas
This ad was created to highlight the comfort and quality of M&S pyjamas by leaning into a familiar British expression, and taking it just literally enough to make it feel fresh.
The Idea
"The cat's pyjamas" is one of those phrases that everyone knows, but almost no on stops to picture. This idea does exactly that.
Instead of describing softness with the usual language -- "luxurious, premium, etc." the ad shows it. A happy cat, curled up and fast asleep on a neatly folded pair of pyjamas, becomes the proof. If a cat chooses them as a sleeping spot, they must be doing something right!
Why it Works
The idea works because it trusts the audience to recognize the saying, enjoy the visual payoff, and feel the comfort without being told how to feel. The line is familiar, the image is comforting and the connection is instant. No selling pressure, just a knowing smile.
If you need ideas that make products feel instantly familiar and effortlessly desirable...
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