PRETTYLITTER FOUNDER EXPLORES THE MIND OF CATS IN HUMOROUS BRAND CAMPAIGN

Raindrop agency tells the story of Daniel Rotman and his passion for cats

Full-service creative agency Raindrop is launching a high-profile integrated advertising campaign that introduces Daniel Rotman, the founder of Pretty Litter, and tells the humorous and heartfelt story behind the creation of the breakthrough cat litter brand.

Rotman plays a passionate and sweet-natured inventor in the hero :60, “Inside The Mind Of A Cat,” which spoofs his own years-long journey to develop a cat litter that helped cat lovers better understand their pets’ health needs. 

The video unfolds with Rotman detailing how he studied cats for years, reading books (“Understanding Yarn”), knocking cups off tables and playing with empty boxes. Visual props include an infographic that shows the four attention centers of a cat’s brain: naps, zoomies, food, laser pointers. He learned what cats need most: a litter that is lightweight, odor-absorbing and contains color-changing technology that warns owners about existing and potential health problems.

“I started PrettyLitter because my own cat got sick, and I desperately wished a smarter, safer litter had already existed. So, I did what any devoted cat parent would do, and I went all in on understanding exactly what cats need. And apparently, ‘all in’ means working with Raindrop Agency years later to create a hilarious spot about what product research could have looked like. The commercial is funny, but the heart behind it is completely real. This company exists because I wanted to find a way for cats to better communicate health issues with the people that love them,” said Rotman.

Originally founded as a start-up in 2015 and now owned by Mars, Pretty Litter experienced tremendous growth because of the brand’s focus on cat health as a signature concern of the love owners pour into their animals. Every veterinarian knows that cats often hide when they feel unwell. A retreating cat can indicate health issues such as urinary tract infections and other illnesses. PrettyLitter staked its brand reputation on being more than cat litter, but instead a proven mechanism to monitor cat health.

Raindrop was hired in 2025 and launched the brand’s first broad-scale consumer campaign, “The Gift Of Gab,” starring a wise-mouthed cat who brought to life the brand’s goal of giving cats a say in their choice of litter. The work delivered a significant boost in brand momentum. Industry measurement company iSpot ranked this work—by far—the No. 1 creative execution in its category. In addition, the work performed in the top 1% of all 2026 creative work reviewed for engagement and new trial persuasion metrics. That campaign was followed by Raindrop’s “Not Just A Pretty Litter,” which reframed the conversation about conventional cat litter options by demonstrating the brand’s monitoring of the health of cats in the home. It also performed in the top spot in the cat litter category.

The campaign includes one :60, two :30s, two :15s and static assets for online, OOH and social media, and is running nationally across broadcast, OTT and social channels.

“PrettyLitter isn’t just another litter; it’s the best litter you can buy, and that doesn’t happen by accident, it happens because someone cares enough to make it incredible,” said Jacques Spitzer, CEO and CCO, Raindrop. “It’s fun to see Daniel’s love of cats and the people who take care of them on full display.”

Source: Raindrop

  Advertising, Campaign, Marketing, PrettyLitter, Raindrop