Nokia recently released a viral marketing video for one of their latest version of their windows phone titled, “Catz using Lumia 930.” Mia Mullakery, winner of the SMW Creative Contest, directed and released this minute-and-a-half excruciatingly adorable video of a faux cat family.

The parent-cats (complete with clothing) text in cat-speak and film their children with the Lumia 930, while their kittens basically do adorable kitten things–like make a mess out of dinner — silly kittens!

Garnering over 200,000 views it’s no doubt the ad is popular.

But honestly, is this an effective marketing video for the Lumia 930 or just plain old catsplotation and fan service for cat lovers?

Owning a Lumia 920 (and a cat named Skittles), lines began to blur while I watched this video.

Do I upgrade my phone or do I upgrade to a new kitten? Seriously though — the video is paradoxical.

The intense kitten imagery and portrayed family become the real stars here as they overshadow the Lumia 930.

Unfortunately, most audiences don’t even pay attention to the phone being displayed.

I watched this video in a room full of at least 20 people. When it was done, almost everyone coo’d and awe’d, remarking how they now want a kitten; however, nobody commented on how this new Lumia phone might be competition for the iPhone 6 or how clear and crisp the video footage looked.

In short, everyone only noticed the cats. Poor Nokia: the Lumia is a dependable and a mostly non-frustrating product.

Weirdly, Mullakery’s video doesn’t do much to set the phone apart from other smart-phones.

Texting, recording, sending stuff to friends — these are all things most phones of this caliber can already do.

Why purchase the Lumia 930 when the iPhone 6 creates almost foolproof security by making a fingerprint the password to access the phone?

This doesn’t make the video a total failure, but it’s frustrating to see such a great concept nudge the product out of the frame.

Cats, like the ever famous keyboard cat, make up a large portion of comical memes and viral videos; while Mullakery’s video is novel and laden with kitten-pathos, it flat lines when the advertisement steps in to convince audiences to purchase the Lumia 930.

If only the video was longer, maybe Mullakery could have broadcasted some of the new features the Lumina 930 obviously contains—like wireless charging.

Adorable associations with cats, even if they are portrayed texting and pawing away at the phone, don’t make the product stand out.

They do however make one think of forcing their cat to wear sweaters or other articles of clothing. So, in a way, at least they sold something.