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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.