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Dressing pets up–especially around the holidays–is a popular pastime. But many cats don’t like it.

That’s the premise for a new holiday spot for Temptations cat treats, which shames pet owners for kitting their feline friends out in silly Christmas costumes. The film offers examples of the cats and kittens, some of which attempt to shake off their outfits.

Elton’s Sorry Seems to be The Hardest Word can be heard in the background of the 60-second spot, created by Adam & Eve/DDB.

 The campaign, #SaySorry, does not seem to be suggesting owners stop dressing their cats up, but that they at least apologise properly for the affront. The proper way to make sincere amends, the ad claims, is with a treat from the Mars Petcare-owned brand.