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Saatchi & Saatchi NY Introduces Grumpy Cat to Buzz


Saatchi & Saatchi New York introduces Internet phenomenon Grumpy Cat to Honey Nut Cheerios in a new 30-second broadcast spot for the brand designed to appeal to younger audiences.

For the spot, entitled simply “Buzz Meets Grumpy Cat,” Saatchi & Saatchi teamed up with California-based production company Backyard and director Rob Pritts. If you count yourself among Grumpy Cat’s legions of fans, you’ll probably just be happy to see him make an appearance here. Otherwise, there’s not a lot going on beyond “Oh, you’re that Grumpy Cat,” as Buzz tries to make the feline crack a smile. His strategy consists entirely of talking about how much people like Honey Nut Cheerios.

Established brand + established meme = eyeballs.

The spot comes as part of a new marketing strategy for General Mills aimed at young adults. Today also saw Wheaties rolling out a “Wheaties Next Challenge” promotion that sees the brand ask fans to select the next cover athlete from a group that sidesteps traditional sports in favor of choices such as mixed martial arts, motocross and lacrosse. “Buzz Meets Grumpy Cat” feels like the brand is still finding its new voice, although we won’t be surprised if it racks up tons of YouTube views anyway.

Credits:

Client: Honey Nut Cheerios

Title: “Grumpy Cat,” :30

Agency: Saatchi & Saatchi, NY

Executive Creative Director: Peter Smith

Creative Director: Johnnie Ingram

Creative Director: Chris Skurat

Copy Writer: Adam Kline

Art Director: Justin Roth

Executive Producer: Gregory Hall

VP. Director of Business Affairs: Sara Jagielski

Business Manager: Christina Mattson

SVP Management Director: Rodes Ponzer

Account Director: Dave Barone

Account Executive: Carly Wallace

Senior Strategic Planner: Anastasstios Tsitsopoulos

Production Company: Backyard, Venice, CA

President/Partner: Blair Stribley

Managing Director/Partner: Chris Zander

VP/Executive Producer: Kris Mathur

Head of Production: Emily Malito

Director: Rob Pritts

Director of Photography: Florian Stadler

Line Producer: Kevin Sharpton

Editorial: Beast

Editor: Jim Ulbrich

Producer: Valerie Lorio

VFX: Laika/House

President: Lourri Hammack

Line Producer: Karly Chambers

Animation Director: Aaron Sorenson

VFX Supervisor: Rex Carter

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