“18 year old Grandpa” follows a woman as she recollects her memories with an older gentlemen as he reflects upon his past. As the conversation unfolds, it is revealed that she is actually chatting to her 18-year old cat and they’re sharing a quiet moment together.
One positive outcome of extreme urbanisation is that cats in Japan are less susceptible to diseases and accidents, effectively increasing longevity. Official estimates show that the Japanese feline population has the highest average age globally. A large proportion of which lives for 18 years and beyond!
Mars, a leading petcare brand, pioneered the concept of cat food by age (as opposed the then modus operandi of lifestage), and was the first to formulate a product for cats of advanced ages.
The film was a nod to this achievement, and was launched in time for Respected the Aged Day, an annual holiday to commemorate the collective wisdom and contributions of the retiree population in Japan. It is held on the third Monday of September.
See the original AdWeek article here.