Ad of the Day: Morris the Cat of 9Lives Leaps Into the Future With Wearable Tech

Website gives 'cat's eye view'

Morris the Cat, whose 9Lives cat food ads from the '70s and '80s are all over YouTube, shakes off the cobwebs and joins the 21st century in the brand's new campaign—becoming the first cat to wear goofy smart-cam glasses in "Cat's Eye View," a sort-of-ARG interactive experience from agency EVB.

There's a video trailer below, but the full experience is at, where a short introductory video that introduces Morris's wearable technology and invites you to join him on a journey around the house.

You can guide Morris through a series of interactive prompts that show him doing typical cat things: watching goldfish, ruining black dress pants, unraveling toilet paper, and so on. The game has a few Easter eggs in it, too, like coupons for 9Lives and a downloadable poster of Morris in his dorky Internet glasses.

It's a game in the same way that later sequels of Final Fantasy were games—mostly cut scenes with moments of brief, fleeting control for the viewer.

The peek into Morris's life is cute and fun, though. And since cats are total jerks in real life, Morris's sardonic running commentary is familiar and not grating.

Campaign poster and credits below.


Client: 9Lives

Campaign: "Cat's Eye View"

Agency: EVB 

Executive Creative Director: Steve Babcock

VV/Group Creative Director: Patrick Maravilla

Associate Creative Director: David Byrd

Art Director: Tyler Jensen

Senior Copywriter: David Satterfield

Logo Animation: Kevin Brown

Senior Interactive Producer: Kevin Turner

Senior Film Producer: Jamie Shuster

Production Company: Every Day Is Like Sundae

Director: Simon Mowbray

Executive Producer (Production Co): Blythe Dalton Klippsten

Producer (Production Co): Tina Starkweather

Director Of Photography: Simon Thirlaway

Post Production: Ntropic

Editorial Company: Ntropic

Music Company: Ntropic

Composer: Aaron Robinson

Sound Design Company: Lime

Sound Designer: Matt Miller

Visual Effects Company: Ntropic

Visual Effects Editor: Simon Mowbray

VP/Director of Account Management: Kathleen Foutz

Account Manager: Laura Miley

Director of Technology: Ken Goldfarb

Web Development Company: Black and Red Inc.

Lead Developer: Phillip Epstein David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.
Publish date: October 14, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT