PROPOSITION | Keep your house cat in the house INSIGHT | At risk of doing too much, cat owners often don't do anything at all and end up compromising their pets and their environments safety by letting them out. IDEA | Playing on our awfully human trait of overcomplicating things, this radio ad uses a cheeky script to show the lengths someone might go to keep their cat in the house before revealing to them that there is in fact a much easier way.