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These kitties are surely risking one of their nine lives in a hilarious skydving stunt to promote Swedish insurance firm Folksam.

Despite its convincing appearance, it has emerged that the commercial was produced using green screen technology.

The advert is for customer owned Swedish insurance company Folksam in honor of one of its customers, Eva Leijonmark, who has her beloved cat covered by the firm.

Folksam had asked its customers for advertising ideas, but probably didn’t bargain on Eva’s wacky concept.

The video shows the cats appearing to freefall with squinted eyes and the wind rushing through their fur.

The group then join up in formation linking paws in an adorable attempt to spell out the word Eva across the sky.

Set to R Kelly’s 1996 hit I Believe I Can Fly, the ad then shows the moggies parachutes opening as they begin the slow descent back down to earth.

The advert is for customer owned Swedish insurance company Folksam in honor of one of its customers, Eva Leijonmark, who has her beloved cat covered by the firm

The advert is for customer owned Swedish insurance company Folksam in honor of one of its customers, Eva Leijonmark, who has her beloved cat covered by the firm

Produced by advertising agency Akestam.holst, the 40 second video has gone viral with almost 500,000 hits on YouTube.

While most viewers appear to see the funny side of the clip, some seem to be fooled into thinking that the cats involved were actually thrown from a plane.

The company has said that it followed animal welfare laws to ensure that the animals were unhurt in during the filming.

Folksam is one of Sweden’s oldest insurance firms and the advert is, of course, designed to promote its pet insurance policies.

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According to estimates in a new report, Americans are spending more on their pets than ever before.

The American Pet Products Association (APPA) says spending on pets in the US passed $50 billion in 2011.

Food and veterinary costs accounted for about 65% of the figure, but the category of “pet services” grew faster than any other, totaling $3.79 billion in 2011.

Pet services includes grooming, boarding, pet hotels, and pet-sitting.

Spending on pet services should continue to grow and reach $4.11 billion by the end of 2012, said APPA President Bob Vetere.

“We are seeing a boom in this category as people continue to work and require services such as pet-sitting, boarding and walking to care for their pets at home,” Bob Vetere said.

The American Pet Products Association (APPA) says spending on pets in the US passed $50 billion in 2011

The American Pet Products Association (APPA) says spending on pets in the US passed $50 billion in 2011

Pet insurance is expected to be another growth area, with spending estimated at $450 million in 2011.

A wide range of pet clothes are available from US retailers, from polo shirts to wigs and fancy dress costumes.

“People are more interested in pets than ever before but they are taking their time, once they make the commitment, to do it right,” San Diego veterinarian Jessica Vogelsang told the Associated Press.

The pet services industry is becoming ever more adept at providing pet owners with items to meet their specific needs, Jessica Vogelsang says.

“We are seeing a lot of puzzle feeders for dogs – not just toys but ones that are geared toward the mental needs of the animal. Then there are bionic toys for destructive chewers, a lot of very niche items.”

 

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