Maru, the Internet's Top Cat, Goes to Work for Uniqlo Japanese clothier also taps Joe Montana for ads
Joe Montana won four Super Bowls quarterbacking the San Francisco 49ers. Maru the cat couldn't throw a forward pass to save his life. Unlike some pitch-kitties, he doesn't even have thumbs. Alas, poor Joe plays second string behind the feline Internet sensation in a new U.S. ad push by Japanese clothing retailer Uniqlo. As part of the marketer's ongoing "People" campaign, Montana is lumped in with lesser celebs—including choreographer Benjamin Millepied, high-tech entrepreneur Brit Morin and chef Danny Bowien—shown wearing down jackets in print, online and transit ads. Along with general brand building, the effort touts upcoming Uniqlo store openings in San Francisco and New Jersey. Maru gets his own interactive game, and with almost 175 million total YouTube views across his cutesy videos, the beast may indeed be more bankable than the other endorsers. This one-trick tabby is famous (especially in Japan) for climbing into boxes, which is more than I can say for most cats, which are content to claw their owners' possessions to shreds. "Lucky Cube With Maru," a sharable game the client hopes will go viral, finds the furball sniffing around four red containers representing prizes players can win. Which one will he choose? There's a down jacket and a blimp ride, though both times I played, Maru hopped inside the "mystery" cube. The concept makes me uneasy, because it suggests litter boxes, and what's inside those is usually no prize. Maru completists might enjoy the behind-the-scenes clip. I pity them.
- Kawasaki And 'Lone Ranger' Ride Together in Multifaceted Campaign
- CBS Picks Up Bad Teacher
- Dish Network's Search for a Digital Agency Down to Finalists
- Liberal Groups Pressure Mayer to Withdraw From FWD.us
- Arrested Development Outbuzzing House of Cards
- Forbes 100 Most Powerful Women Includes Tech, Media Titans
- The IAB and Mozilla Clash—in Person
- Sen. John Cornyn Joins the Fight Against Patent Trolls With New Bill
- And the 2013 Grand Effie Goes to ...
- Samsung Presents Advertising's Most Idiotically Primitive Husband Ever
- Introducing Beardvertising: Tiny Billboards That Clip on to Your Beard
- The New York Times Reinvents the Boring Banner Ad
- Tablets Overtake Smartphones as the Big Shopping Device
- Droga5 Gives Qantas Fliers Paperbacks That Last Just as Long as the Flight
- Ads for Playboy Fragrances Have Plenty of Happy Endings, and a Few Weird Ones Too
- Puma's Dance Dictionary Will Leave You at a Loss for Words
AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.