IAMS advertises its Proactive Health Adult Indoor Weight & Hairball Care in a new commercial, featuring Izzy, a box-crazy cat.

The ad, created by DDB New York, features the cute Siamese jumping in and out of several boxes. The voiceover says she’ll jump in and out of hundreds in her lifetime and this is why IAMS “creates delicious recipes, tailored to help keep her at her adventurous best”.

IAMS ProActive Health Indoor Weight & Hairball Care Dry Cat Food is, according to the brand, “formulated to meet the unique needs of indoor cats”. Made with 10% less fat than Original formulas and with fewer calories in combination with fat-burning L-Carnitine, this dry cat food – featuring whole grains, beets and rice, supports a healthy digestive system, enabling heavy cats to gradually return to a healthier weight, and helps reduce hairballs and litter-box odors. Moreover, its crunchy texture of kibble helps keep teeth clean and tartar-free. The product is ideal for adult cats 1 year and older.

Over the years, the brand has promoted its products through numerous commercials – one of them featuring talking cats, another one featuring a dog who performs an “I’m so happy you’re home” dance, another one featuring a bulldog that loves to play tug-of-war, and more.