Star of “27
Dresses” and “Grey’s Anatomy” plays a couples therapist with insight into the
feline mind.

LOS ANGELES — In a campaign for new Cat’s Pride®
Fresh & Light Ultimate Care® to launch its new, lightweight litter, Emmy Award-winning
actress Katherine Heigl stars as a couples therapist with an uncanny talent for
resolving relationship issues between pet owners and their cats. Four
tongue-in-cheek spots were produced by Chicago-based agency Magnani Continuum
Marketing in partnership with Bully Pictures, based in Santa Monica, and
directed by Anne Fletcher, who previously directed Heigl in the hit comedy 27 Dresses. The campaign tagline is
“Cats are Complicated. Great Litter is Simple.”
The spots feature Heigl as a recurring character—a
cat/owner couples therapist—who helps owners have a more meaningful and
positive relationship with their cats. She continually reinforces how using the
best-performing Fresh & Light Ultimate Care® can reduce tensions all around
and create healthier interactions between cats and their people. In one spot, a woman complains that
her feline companion is “emotionally unavailable.” Heigl, interpreting for the
cat, says that the problem is that the litter box too dusty. She suggests Cat’s
Pride Fresh & Light Ultimate Care as the antidote to domestic discord. In
another spot, Heigl explores “communication issues” between a man and a cat
named Tiffany, and concludes “she wants a better smelling litter box.” Again
Cat’s Pride Fresh & Light Ultimate Care is the solution.
“We
loved this concept because it plays with the interesting and very real tension
that exists between cats and their people, especially around litter box
issues. And, of course, we all want to know what these
complicated creatures are really thinking,” says Justin Daab, president
of Magnani Continuum Marketing. “As you see in the spots, the good news is
that Cat’s Pride—with a little help from Ms. Heigl—can help solve the litter
box tensions. As for the rest of relationship, well, it’s obviously still up in
the air as to who’s in charge.”


Heigl is a
natural choice as a Cat’s Pride spokesperson. Along with being a gifted comedic
actress, she is an animal advocate and co-founder and CEO of the Jason Debus
Heigl Foundation™, a non-profit organization, named for her late brother, that
seeks to end the needless suffering of animals. “Her activism on behalf of
animals aligns perfectly with Cat’s Pride’s interests in animal welfare,” adds
Daab.

Anne Fletcher
directs the spots with dry, deadpan humor. “We wanted to make it funny, while
keeping the tone authentic,” she explains. “They’re serious therapy sessions
only instead of husband and wife, it’s owner and pet…and the straight-faced
therapist just happens to speak cat.”

In casting
the pet owners, Fletcher looked for actors with strong improvisational skills.
“Katherine has a wonderful talent for improv and I wanted to be sure that
whoever was playing opposite her had that ability as well,” she explains.
“Plus, when you have a cat on the scene, anything can happen, so we needed
actors who were ready to go with the flow.”
This marks the
first time Magnani Continuum Marketing and Bully Pictures have collaborated on
a client campaign. Both the client and agency are pleased with the creative
work, according to Daab. “Anne Fletcher was super creative and contributed
great ideas,” he says. “We had a wonderful experience working with Bully
Pictures. They were flexible, well organized and delivered a great product.”

About
Bully Pictures:
Bully
Pictures
is a full-service commercial broadcast, web viral, branded content
production company located in Santa Monica, California.  The company’s roster includes Javier
Aguilera, Dustin Lance
Black, Fredrik Callinggard, Peter Care, Anne Fletcher, Gaute Hesthagen,  Justin Simien, Taylor Steele, Morten Tyldum, Tripp
& Tyler, Sebastian Weiland, and Erik Van Wyk. For more information, write info@bullypictures.com
About
Magnani Continuum Marketing:
Since 1985, Magnani Continuum Marketing has made it easier for
organizations selling in highly technical and complex markets to deliver the
most effective and seamless B2B and B2C traditional and digital brand
experiences. With research, strategy, creative, digital and programming – all
in house, right in our office – we offer the most integrated service-driven, creative
agency experience, anywhere. More digital than advertising agencies. More
strategic than digital marketing shops. More creative than management
consultants. And a heck of a lot easier to work with than almost all of them.
Credits
Advertiser: Oil-Dri Corporation of America, Cat’s Pride
Agency: Magnani
Continuum Marketing
, Chicago Justin Daab, President (Partner); Brian
Riley, Executive Creative Director (Partner); Lauren Stegmeyer, Creative Director; Sara Quoss Martin, Director of Client Services; Justin Jurek,
Director of User Experience and Web Development; Leah Shipley, Senior Account
Executive 
Production: Bully Pictures, Santa Monica,
CA. Anne Fletcher, director; Jason Forest, Executive Producer.
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