I started crying hysterically," recalls Bridavsky, now 34. Then his car’s radiator blew up, the vehicle’s exhaust fell off, and someone with impeccably cruel timing slashed his tires."I had no job, I was $110,000 in the hole, and I had no way to get money. Personally, too, he was a mess: a woman recently broke his heart his band hadn’t played a show in seven months and seemed on the edge of dissolution. He also owed six, maybe seven, months in back rent for the space - a debt totaling more than $10,000 - and then a promising string of booked studio sessions were abruptly canceled. The Bloomington, Indiana recording studio he’d secured a $60,000 bank loan to build, quit his full-time university job to run, and then dumped his entire savings into finishing was on the verge of bankruptcy. Over the course of two spring weeks in 2012, the foundation of his life had crumbled completely.
#FINICKY 9LIVES SPOKESCAT TV#
The inaugural offering is an interactive video called “Cat’s Eye View,” in which Morris dons wearable tech glasses and leads viewers on a wisecracking journey through his house, ending as the TV commercials of yore, with an eager dash to his bowl for his 9Lives.Īn EVB copywriter provides the voice of the new Morris, who also shares another important link to the original storyline.Mike Bridavsky could not stop crying. He’s a discerning cat, but discerning in a positive way.” “We’re re-establishing Morris as much more positive. “The old Morris was more finicky and could be a little bit negative at times,” Schliemann said.
While Morris will still have attitude, he is cast as choosy more than finicky, Schliemann said. The new Morris campaign will be looking for similar social traction to help sell a variety of 9Lives products.
#FINICKY 9LIVES SPOKESCAT MOVIE#
He also paved the way for other feline stars from “Garfield,” the cartoon cat created in 1978, to “Grumpy Cat,” the reigning online cat star who recently inked a movie deal. The cat with attitude spawned countless media appearances, including a role in the 1973 movie “Shamus,” starring Burt Reynolds. Chicago-based Starcom is heading up media buying. The campaign is the work of San Francisco-based digital agency Evolution Bureau, with the support of FCB Chicago, among others.
The relaunched campaign with the iconic orange tabby began this month, a $2 million ad budget with sky high social media aspirations. The privately held company generated revenue of $2.19 billion last year, according to financial statements. Big Heart’s other products include Milk-Bone, Meow Mix, Natural Balance and Kibbles ‘n Bits. Morris, and 9Lives, are owned by San Francisco-based Big Heart, formerly part of Del Monte Foods, which launched in February as the nation’s largest stand-alone pet food company. “Cats rule the Internet, and online is where consumers are right now.”
“We wanted to reboot Morris for the older consumers who are very fond of him, but also bring him back in a way that’s culturally relevant for today’s consumer,” said Carrie Schliemann, business director for cat food and snacks at Big Heart Pet Brands. The latest incarnation is a digital-only campaign with all the contemporary accoutrements: Twitter, Facebook and Instagram accounts, a blog and an interactive video, hoping to connect with cat fanciers online.
Move over “Grumpy Cat.” Morris, the original finicky feline and star of countless TV commercials, is back to take his place among digital “It Cat” contenders online.Ĭreated by Chicago-based Leo Burnett in 1969, Morris - as cats do - has had several lives as the spokescat for 9Lives cat food.
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