- Monday, Feb. 23, 2015
Scooter the Neutered Cat made a splash last May, racking up nearly a million views on YouTube with an ad for Ten, a movement to create a no-kill nation for cats. Created via Northlich/Cincinnati and directed by Superlounge’s Jordan Brady, the “Scooter” :30 emulated the opening sequence of a ‘70s cop show and conveyed the message that cats should be neutered. The team is back for more (or less), with “Home Kitty,” a new :30 that aired regionally during the Super Bowl and is now online.
Where “Scooter” trumpeted the cat’s street smarts, “Home Kitty” depicts Scooter in a swanky, Mad Men-style pad, and shows how much kinder and gentler cats can be once they’ve been neutered. As some of the lyrics in Scooter’s new theme song explain, “He always struts, he’s got no nuts, and that’s why he never sprays his pee.”
“Technically, I've had two vasectomies, and I've never sprayed my pee in the house,” Brady noted. “I gather it’s the same for cats.”
“My spirit animal is a neutered cat,” added Terry Dillon, Scooter’s ghostwriter.
Sponsored by The Joanie Bernard Foundation, the new Ten movement is designed to end feline homelessness and kill shelter executions across the United States (more than 7500 felines were killed last year in Cincinnati and Indianapolis alone). The secret weapon in the Ten movement is Scooter, the neutered cat. “That’s exactly what we thought was needed in order to grab attention and ultimately change behavior,” explained Deborah Cribbs, chair of The Joanie Bernard Foundation Board. “Hopefully, Scooter will make people want to get their cats spayed or neutered.”
“Ten is designed to give every cat an extra chance for life, love and home,” Cribbs concluded. “The ultimate goal is to create a no-kill nation.”
Northlich is a brand engagement agency that connects people with brands via advertising, marketing, PR, social and digital venues. Northlich, recently named “Top Agency in Ohio” by ADWEEK, specializes in health and wellness, consumer and retail. The agency is headquartered in Cincinnati with offices in Columbus and New York.
Superlounge is a boutique LA production company with a focus on comedy. Its roster of award-winning commercial directors includes Jordan Brady, Daniel Sheppard, Brett Wagner, Dane Hanson and directing duo Jacob Slade.
About Jordan Brady
Jordan Brady has directed over 719 national TV spots to date. Through his commercial production company, Superlounge, he directs ad campaigns for brands and agencies all over the world. As host of the popular podcast RESPECT THE PROCESS, Mr. Brady interviews as wide range of ad bizzers and filmmakers on a weekly basis. superlounge.tv
Spot Title: Home Kitty :30
First Airdate: Super Bowl, 2015
Producer: Diane Frederick
Creative Director: Kerry Broderick
Art Director: Laura Gels
Copywriter: Terry Dillon
Production Company: Superlounge/Los Angeles
Director: Jordan Brady
DP: Julian Whatley
Producer: Kim Bradshaw
Executive Producer: Dave Farrell
Music: Circa Music