Those eyes. THOSE PIERCING EYES.

For their second project for Walmart since taking over digital AOR duties from incumbent R/GA two weeks ago, the Martin Agency is giving America its new favorite holiday character–a yodeling cat with a love of Christmas. Supposedly, the yodeling, creepy-faced creature is promoting Walmart’s line of internet-ready electronics (with a new spot based around said feline vocalist set to launch later this month), but the video features little in the way of branding save for that little ornament that pops in at the 47-second mark.

So, readers, do you “get it?” Are you wondering to yourself, as many YouTube commenters are, “What the hell?” Well, as the Martin Agency knows (and all other agencies working in the digital sphere should know by now), if you want a video to go viral, all you need to do is put a cat in it. If you think that this is a strategy you might forget, just hum Beyonce’s “Single Ladies” to yourself when sent a creative brief and insert the words “If they like it, then you probably put a cat in it.” It’s a simple and very effective strategy; since the video was posted to YouTube on Monday, it’s already gained almost 50,000 views. Credits, and lyrics so viewers can yodel along at home, follow after the jump.

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That dirty hippie known as Dragee returns in Martin Agency’s latest digital short for Mentos, which follows up the blood-spattered effort from February. This time, the character, who’s living in perpetual zen mode even though he’s always a glutton for punishment, attempts to cross a busy street in Cape Town, South Africa after swallowing some of those minty pills. With positivity in mind and straight man Rick once again by his side, Dragee barely makes it a few steps before fate and a host of vehicles intervene, turning our protagonist into a jaywalking rag doll.

In Dragee’s mind,  it seems nothing is impossible, though unlike Boston Celtics star Kevin Garnett, the former’s never made it to the promised land in this social media-driven campaign, which once again leads to the Mentos Facebook page. Credits after the jump.

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After being named U.S. social media AOR for Mentos in January, The Martin Agency has debuted a new social/digital campaign for the freshmaker.

Named after the word for a single Mentos candy or gum, Dragee (drä zhēˈ), the star in this spot (fueled with the spirit of optimism), maintains a fresh take on life even after a sword courses through his body, spewing blood everywhere while attempting to avoid a swordsman’s blade blindfolded. Though unsuccessful, he remains ever positive, ever committed to his charge, especially in front of his protege, Rick.

Keith Cartwright, SVP/group creative director at The Martin Agency says in a statement, “When Mentos approached us, we jumped at the opportunity to create a comprehensive social/digital U.S.-based campaign for a global brand. The chance to build this campaign solely on Facebook offered creative challenges and opportunities. In the end, we’re incredibly proud of the work and what we were able to accomplish in this space.”

Should the brand have just stuck to relying on its “fresh maker” tag instead? You can be the judge of that. Credits after the jump…

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