Barton F. Graf 9000 Presents ‘Dead Mouse Theatre’ for Tomcat

By Erik Oster 

Barton F. Graf 9000 delivers one of the stranger campaigns you’re likely to see this week, with “Dead Mouse Theatre” for Tomcat mousetraps.

In the campaign, Barton F. Graf 9000 dreams up a solution for all the dead mice left in the wake of Tomcat, repurposing the corpses as puppets for theatrical purposes. It’s a pretty dark premise, but it’s certainly attention-grabbing. In the best of the 30-second spots (or my favorite, at least), a washed-up old-timey baseball player named Fitzy Gibbons revisits the scene of his downfall when questioned by a young fan. Other spots feature a leprechaun confronting a gangster who stole his gold and a lifelong friendship destroyed by a Viking raid. Strange stuff, indeed.



Client: Tomcat (The Scotts Miracle Grow Co.)
Campaign: “Dead Mouse Theatre”
Titles: “Leprechaun,” “Vikings,” “Fitzy Gibbons”
Agency: Barton F. Graf 9000, New York
Chief Creative Officer/Founder: Gerry Graf
Executive Creative Directors/Partners: Scott Vitrone, Ian Reichenthal
Art Directors: Jerome Marucci, Ross Fletcher
Copywriters: Steve McElligott, Nick Kaplan, Mark Bielik
Head of Integrated Production: Josh Morse
Producer: Cameron Farrell
Senior Strategist: Deepa Sen
Account Director: Jennifer Richardi
Account Supervisor: Kimmy Cunningham
Production Company: Rattling Stick
Director: Ringan Ledwidge
Executive Producer: Joe Biggins
Producer: Patrick Bailey
DOP: Ray Coates
Costume Designer: Rosa Dias
Production Designer: Simon Davis
Set Designers: Nigel Howlett, Nick Abbott
Puppeteer: Andy Heath
Editorial: Work Editorial Inc.
Editor: Mark Edinoff
Executive Producer: Erica Thompson
Senior Producer: Sari Resnick
Assistant Editor: Adam Witten
Finishing: The Mill
VFX Producer: Rachel Trillo
Telecine: Fergus McCall, Mikey Rossiter
2D Leads: Chris Sonia, Keith Sullivan
2D Assists: Emily Bloom, Molly Intersimone, Anne Trotman, Antoine Douadi, Dae Yoon Kang, Liz Berndt
3D Animation: Aran Quinn
Audio: Heard City
Audio Engineers: Philip Loeb, Evan Mangiamele
Music: Butter Music and Sound
Composer: Andrew Sherman, Owner/CCO
Music Executive Producer: Ian Jeffreys
Senior Music Producer: Annick Mayer