More Scooter to Neuter as Northlich and Superlounge’s Jordan Brady Reunite for Ten

Cats are no good at maths, but they sure know how to DJ - and they like to party (and reproduce!), which is why Ten envisions a no-kill nation for cats. Superlounge director Jordan Brady and the creative team at Northlich convey the message that 'The Solution is Ten,' with a 30- and two 15-second broadcast commercials, plus six social spots, all promoting the movement to spay, neuter and adopt felines. 'The Solution is Ten' is the fourth round in this multi-year campaign, all directed by Brady.

Highlights of the new work include 'Scooter is Ten,' marking the return of Scooter the Neutered Cat, who first appeared under Brady’s direction in 2014. With his '70s vibe, gold chains, turtlenecks and kitty swagger, Scooter was an instant phenomenon, racking up millions of views and spawning user-generated recreations in homage to the original.

'Cat Math' depicts a teacher struggling to get a roomful of kitties to grasp reproductive mathematics. Though clearly more advanced than one might expect, the cats are better off if people just remember that the solution is Ten.  

“We keep going back to Jordan Brady because we know the work will get better, funnier, and markedly friskier,” said Creative Director Pat Pujolas. “The client asked whether this spot was even possible. Our response: Jordan Brady can do anything - with cats.”

“Northlich and I always push the creative to the limits, so having such a fun client with a great sense of humor makes Scooter this director's dream gig,” noted Brady, who sees no downside in being known as The Scooter guy. “Directing cats is a niche I am happy to fill. I'm the Fellini of felines.”

Sponsored by The Joanie Bernard Foundation, the Ten movement is designed to end feline homelessness and kill shelter executions across the United States. Said Deborah Cribbs/Board Chair, The Joanie Bernard Foundation: “We have too many cats reproducing, which means there are too many cats in our local shelters. Before the Ten Movement, the live-release rate was only 37 percent. Because of our efforts spreading the word on spaying or neutering, we’re now at 93 percent, according to the SCPE of Cincinnati.”

Client: The Joanie Bernard Foundation 

Campaign: Ten

Agency: Northlich

VP/Managing Director: Liz Phillips

Sr. Account Manager: Kate Lett

VP/Group Creative Director: Kerry Broderick

CD/Copywriter: Pat Pujolas

CD/Art Director: Jason Langdon

Producer: Trish Cranor

Production Company: Superlounge

Director: Jordan Brady

DP: Michael Svitak

Executive Producer: Dave Farrell

Executive Producer: Vicki Williams

UPM: Joel Todaro

Post: Red Echo Post

Editor: Zach Ceislak

Sound: Grant Kattman

Post EP: Rob Smith

Music: Circa Music And Audio Post 

Composer: Allen DiCenzo