The world of advertising is filled with iconic characters, and few are as instantly recognizable and beloved as the cat from 9Lives cat food. But who exactly is that feline face plastered across millions of cans and commercials? The answer is a bit more complex and fascinating than you might think, involving multiple cats, memorable voices, and a legacy that spans decades. Let’s dive into the history, evolution, and impact of this furry advertising icon.
The History of Morris the Cat: More Than Just a Pretty Face
The original 9Lives cat wasn’t just any feline; he was a meticulously chosen, purposefully orange tabby cat named Morris. His story began far from the bright lights of television studios, in a humble animal shelter.
From Shelter Cat to Superstar: The Discovery of Morris
In 1968, animal talent scout Bob Martwick embarked on a mission to find the “perfect” cat for a new 9Lives advertising campaign. He wasn’t looking for a specific breed, but rather a cat with a unique look and undeniable personality. Martwick searched numerous shelters and rescues, hoping to find a feline that could captivate audiences.
During one of his shelter visits, Martwick’s search ended when he encountered a strikingly handsome, orange tabby cat. This wasn’t just any tabby; this cat possessed a naturally disdainful expression, an air of sophistication, and a captivating charm. Martwick knew instantly that he had found his Morris.
The cat, originally unnamed, was adopted and dubbed Morris by Martwick. The name reflected the cat’s seemingly “particular” tastes and refined demeanor, embodying the essence of the finicky feline consumers the brand aimed to attract.
Morris’s Unique Look and Personality
What set Morris apart from other cats? It was a combination of physical appearance and projected persona. His deep orange fur, expressive eyes, and perpetually unimpressed expression contributed to his unforgettable image. It was a face that communicated both discerning taste and quiet confidence.
But appearance was only half the story. Martwick also recognized that Morris possessed a certain “star quality” – an innate ability to command attention and hold the viewer’s gaze. This unique combination made him the ideal choice for the 9Lives campaign, solidifying his place in advertising history.
The Reign of the Original Morris: Advertising Gold
Morris’s reign as the face of 9Lives was a resounding success. He starred in numerous television commercials and print ads, becoming a household name. His sophisticated persona and comedic timing made him a beloved figure, resonating with cat owners and non-cat owners alike.
The Voice Behind the Cat: John Irwin’s Contributions
While Morris provided the visual appeal, the voice behind the character played a vital role in shaping his personality. Actor John Irwin lent his voice to Morris, creating a witty and sarcastic persona that became synonymous with the brand.
Irwin’s voice perfectly complemented Morris’s disdainful expression, delivering lines with a dry wit and knowing tone. His vocal performance elevated Morris from a simple mascot to a fully realized character, adding depth and humor to the 9Lives commercials.
Morris’s Enduring Slogan: “9Lives Cat Food: Cats Ask for It by Name”
One of the most memorable aspects of the 9Lives campaign was its iconic slogan: “9Lives Cat Food: Cats Ask for It by Name.” This simple yet effective phrase perfectly captured the brand’s message: that 9Lives was so delicious that even cats, known for their pickiness, craved it.
The slogan was cleverly delivered in the commercials, usually with Morris making a snide or sarcastic remark about his preference for 9Lives. This further reinforced his image as a discerning feline with impeccable taste.
Morris Mania: Merchandise and Pop Culture Impact
Morris’s popularity transcended the realm of advertising, infiltrating pop culture and spawning a range of merchandise. From plush toys and posters to calendars and clothing, Morris became a cultural icon, solidifying his place in the hearts of millions.
His image graced magazine covers, talk shows, and even political campaigns. Morris became a symbol of feline independence, sophisticated taste, and perhaps most importantly, a cat that knew what he wanted.
The Succession of Morrises: Keeping the Legacy Alive
Following the passing of the original Morris, 9Lives faced the challenge of maintaining the brand’s identity without its original star. The solution was to find successor cats who could embody the spirit and look of the original Morris.
Finding the Next Morris: Maintaining the Character’s Essence
Finding a replacement for the iconic Morris was no easy task. The new Morris had to possess the same distinctive orange tabby markings, the same air of sophistication, and the same ability to connect with audiences.
9Lives employed a rigorous selection process, scouring shelters and rescues for cats that fit the bill. Each potential Morris underwent extensive auditions, testing their on-screen presence, their ability to follow directions, and their overall compatibility with the Morris character.
Training and Preparation: Becoming Morris
Once a new Morris was selected, the training process began. This involved acclimating the cat to the studio environment, teaching them to respond to cues, and familiarizing them with the various aspects of commercial production.
Trainers worked closely with the new Morris, building trust and rapport to ensure that the cat felt comfortable and confident on set. The goal was to capture the cat’s natural personality while maintaining the essence of the Morris character.
The Continuing Legacy: Morris in the 21st Century
Even in the 21st century, the legacy of Morris the Cat lives on. While the advertising landscape has changed dramatically, the iconic orange tabby remains a symbol of 9Lives and a beloved figure in popular culture.
The brand continues to use Morris in its marketing efforts, albeit with a modern twist. He appears in online advertisements, social media campaigns, and even mobile apps, reaching a new generation of cat owners.
Beyond the Commercials: The Real Impact of Morris
The impact of Morris the Cat extends far beyond the realm of advertising. His story has inspired countless people to adopt shelter animals, promoting the message that every cat deserves a loving home.
Promoting Animal Adoption: A Feline Advocate
Morris’s own origin as a shelter cat helped to raise awareness about the importance of animal adoption. His story served as a reminder that even the most seemingly ordinary cats can possess extraordinary talents and personalities.
Through various partnerships with animal shelters and rescue organizations, 9Lives has used Morris’s platform to promote adoption and encourage people to give homeless cats a second chance.
Changing Perceptions of Cats: From Aloof to Affectionate
Morris also helped to change perceptions of cats in general. He challenged the stereotype of cats as aloof and independent creatures, showcasing their intelligence, humor, and affectionate nature.
His personality, as portrayed in the commercials, resonated with cat owners who recognized the unique bond they shared with their feline companions. Morris helped to humanize cats, making them more relatable and endearing to a wider audience.
The Enduring Appeal: Why Morris Remains a Beloved Icon
So, what is it about Morris the Cat that continues to captivate audiences after all these years? It’s a combination of factors: his distinctive appearance, his witty personality, his connection to a popular brand, and his role in promoting animal adoption.
But perhaps the most important factor is that Morris represents something more than just a mascot. He embodies the spirit of independence, the importance of individuality, and the unwavering love that exists between humans and their feline friends. That’s why Morris the Cat will forever hold a special place in our hearts.
Who was Morris the Cat, the original 9Lives mascot?
Morris the Cat was an orange tabby cat found at a humane society in Hinsdale, Illinois, in 1968. He was chosen for his “finicky” eating habits, embodying the brand’s message that even fussy cats would love 9Lives cat food. He wasn’t bred or trained; he was simply a naturally charismatic and food-motivated cat.
Morris was portrayed by several different cats throughout the years, always maintaining the signature orange tabby appearance. The original Morris’s real name was supposedly “Lucky,” a detail often overlooked in the larger-than-life persona of the fictional advertising icon. He rose to fame through television commercials and print ads, becoming one of the most recognizable animal mascots in advertising history.
How did Morris the Cat become famous as the 9Lives mascot?
Morris’s fame stemmed from his relatable personality and the clever advertising campaigns he starred in. He wasn’t depicted as a perfect, pristine pet, but rather as a somewhat demanding and opinionated feline, a portrayal that resonated with cat owners who understood the unique quirks of their own companions. The commercials often featured him expressing his disdain for other cat foods and declaring his love for 9Lives.
The humor and genuine connection to feline behavior made Morris a beloved figure. His commercials weren’t just about selling cat food; they celebrated the personality of cats and the special bond between owners and their pets. This clever marketing strategy transformed Morris from a simple mascot into a cultural icon.
Was the voice of Morris the Cat provided by a real person?
Yes, the voice of Morris the Cat was provided by actor John Erwin. He gave Morris a distinctive, somewhat sophisticated, and slightly sarcastic voice that perfectly complemented the cat’s demanding personality. This voice became an integral part of Morris’s charm and contributed significantly to his widespread appeal.
Erwin’s voice work played a crucial role in shaping Morris’s character. The combination of a handsome orange tabby and a witty, discerning voice created a memorable and engaging advertising personality. He continued to voice Morris for many years, becoming synonymous with the iconic mascot.
How many different cats have played the role of Morris the Cat?
While the exact number is debated, at least three different orange tabby cats are known to have portrayed Morris the Cat in various advertisements. The original Morris, the one found in the humane society, became the face of the brand for several years. After his passing, other orange tabbies stepped into the role.
Identifying each individual cat with certainty is difficult due to the limited record-keeping from earlier years. However, what is clear is that 9Lives meticulously selected cats that resembled the original Morris in appearance and temperament, ensuring continuity for the beloved mascot. This commitment to consistency helped maintain Morris’s iconic image over the decades.
What was the main message behind the 9Lives commercials featuring Morris the Cat?
The central message of the 9Lives commercials featuring Morris the Cat was that even the fussiest of felines would find 9Lives cat food irresistible. The commercials humorously showcased Morris rejecting other brands and demanding his favorite 9Lives, reinforcing the idea that it was a superior product that even the most discerning cat would love.
This message was delivered through witty dialogue and situations that cat owners could easily relate to. The commercials didn’t just highlight the nutritional benefits of the food, but rather focused on the emotional connection between cats and their food preferences, using Morris as the ultimate authority on feline taste.
Is Morris the Cat still used in 9Lives advertising today?
While Morris the Cat remains an iconic figure associated with the 9Lives brand, he is not as prominently featured in contemporary advertising as he once was. The brand has evolved its marketing strategies over time, exploring different approaches to connect with modern consumers.
However, Morris’s legacy continues to resonate with many cat owners who remember him fondly from his heyday. He remains a symbol of quality and a testament to the power of a well-crafted advertising campaign that understands the unique relationship between people and their feline companions. The current branding still acknowledges the history, if subtly.
What made Morris the Cat such a successful mascot?
Morris the Cat’s success as a mascot stemmed from a combination of factors, including his relatable personality, clever writing, and the strategic use of humor. He wasn’t portrayed as a perfect, idealized cat, but rather as a somewhat demanding and opinionated feline, which resonated with cat owners who understood the quirks of their own pets. The commercials were genuinely funny and memorable, making Morris a beloved figure.
Furthermore, Morris’s longevity played a significant role in his success. He remained the face of the brand for many years, building a strong association between the character and the 9Lives product. This consistency, combined with effective marketing, solidified Morris the Cat’s place in advertising history as one of the most iconic and successful animal mascots ever created.