The ad industry has fallen in love with cute animals. McVitie’s offers up 'Sweeet' kittens and puppies, O2 has a cat acting canine, and Three has featured both a moonwalking pony and a hilariously-dressed pug. But why do puppies, ponies and penguins mean such serious business?

"Dear Kitten," intones the Friskies' cat food ad star. "I should warn you of the monster known as 'Va-Coomb'." The speaker is a cat with the voice of BuzzFeed's Ze Frank, compiling advice for his new kitten friend in an internet spot that prove cats and cute still reign supreme online.

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

With a lighthearted tone that appeals to Millennials looking for a bit of light relief – and something funny to share on Facebook – BuzzFeed has nailed a formula that's got everyone talking.