Nestlé Purina PetCare Europe has announced that global superstar Robbie Williams stars in a new TV advert and mini movie for FELIX, as part of the brand’s latest ‘It’s Great to Be a Cat’ campaign across Europe.
Known for his free-spirited and cheeky nature, proud cat owner Robbie has reunited with the most mischievous cat around to enter FELIX’s famous black and white world, making him the first human to ever do so. He has also recorded a new song exclusively for the campaign, celebrating feline personality traits we admire, with the aim of inspiring people to experience these traits even more in their own lives. From their mischievous and playful nature to their free-spirited and authentic approach to life, our cats have plenty of attitude.
In the films, on air, YouTube and across social media platforms from today, FELIX is visited by the internationally acclaimed recording artist who arrives with dinner for him before FELIX rides a vacuum cleaner robot and makes mess of a shelf with Robbie. Stepping through the front door, Robbie Williams transforms into an animated version of himself. Throughout his visit he experiences FELIX’s playful and free-spirited nature, which includes knocking books and picture frames off shelves, jumping onto a turntable and putting the spotlight on the popstar. Impressed by FELIX’s ability to get away with mischief, Robbie sings about the various feline traits he envies and why ‘It’s Great to Be a Cat’. The advert ends with the duo tucking into dinner and FELIX savouring the delicious cat food - showing it’s the ultimate reason why ‘It’s Great to Be a Cat’.
In another first, FELIX is hitting the road with Robbie Williams as the headline sponsor of his 2025 European Tour, bringing the cat food and music industry together like never before. The tour kicks off on 31st May 2025 in Edinburgh, Scotland (UK).
Robbie Williams said: “It’s a privilege to be back with FELIX and to be the first person invited into his black and white world, where we can celebrate how great it is to be a cat. I love how my cats live their lives exactly how they want, when they want. They’re masters at being mischievous, true to themselves, confident, free-spirited and playful. This definitely rubs off on me – clearly, they’re my spirit animal.”
Fabio Pietro Degli Esposti, European Marketing Group Director at Nestle Purina, said: “This year is set to celebrate why it’s great to be a cat like never before. One ultimate reason is enjoying irresistible food every day, but it’s also how our cats’ brilliantly mischievous, free-spirited and confident personality traits can benefit us if we all embrace a bit of cat attitude. Who better to inspire this than Robbie Williams and FELIX; both with these personality traits in abundance. And after FELIX previously spent time playing around in Robbie’s world, the new advert shows the popstar joining our iconic cat on screen – the first-ever human to enter and have a taste of FELIX’s animated world.”
