- Thursday, May. 1, 2014
There’s a new pitchman taking over the airwaves, and he has no balls. Scooter the neutered cat makes his debut this week in 30-second TV and radio spots created via Northlich/Cincinnati for Ten, a movement to create a no-kill nation for cats. Directed by Superlounge’s Jordan Brady and emulating the opening sequence of a ‘70s cop show, the “Scooter”:30 TV ad conveys a simple message: cats should be spayed or neutered. In addition to ads on stations in Cincinnati and Indianapolis, Scooter also will be seen on billboards, in digital ads, on the Ten website and at a theater near you. See the screenwork here.
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. “We’re hoping that Scooter will make people want to get their cats spayed or neutered.”
"The Northlich team came up with this insane idea and catchy ditty and my spin was to direct this with a nod toward the ‘catsploitation’ films of the 70's,” said Brady. Lyrics like “He’s Scooter - he’s neutered!” and “Who’s your daddy? Not me!” left no doubt in Brady’s mind that the creative team was taking a comedic approach to spread awareness of their serious subject. “Together we fleshed out the story and pimped that cat out hard,” he said. “As far as working with animals, I recently had a vasectomy, so Scooter and I bonded over that."
“From our first call, we knew Jordan was perfect to help bring Scooter’s story to life,” said Kerry Broderick, creative director at Northlich. “Laura Gels and Terry Dillon, the creative team, loved that Jordan shared their passion and energy for the cause and the idea. It’s been a great partnership.”
“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.”
Learn more about Ten and Scooter at www.facebook.com/ten.
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.
Original, wry and sublime, Superlounge features award-winning commercial directors Jordan Brady, Daniel Sheppard, Ben Tedesco, Brett Wagner 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.