Cats are fascinating. Not only do they think they’re gods, but advertisers could learn a thing or two from their aloof demeanor.

Take, for instance, the latest campaign from cat food brand Smalls. Instead of the usual ‘cute cat’ setup, they’ve rolled out a series of posters with phrases like “Irish exiting is cat” and “Getting the good spot is cat.” The ads make no sense at first glance, but once you understand the cat lifestyle, they become a bit more comprehensible.

What’s clever about this campaign is that it doesn’t talk down to its audience, but rather trusts them to do some thinking. “Dirty martini is cat,” for instance, doesn’t make literal sense, but it captures the essence of doing things on your own terms. Smalls is building a brand language that goes beyond just selling cat food, and the more bizarre the metaphors, the more intriguing the campaign becomes.

However, not everyone will appreciate the subtlety. Some might see it as dumb, but the bet is that Smalls is on to something. By going to the extreme, they’re creating an ad campaign that could stand out in a crowded market. And who knows, perhaps the universe has been hinting at this all along.