When ARM & HAMMER came to us with news that they were launching a new litter, I thought, “What else is there to say about cat litter?” Then I saw the video demos of the product—a litter with clumps so hard, they’re virtually indestructible. And I became obsessed—along with everyone else who watched them. This led us to the inspiration for the third iteration of the ARM & HAMMER Cat World campaign—in Cat World, cats are obsessed with watching us online.