In one of those rare advertising moments, DirecTV’s contract with Taylor Swift was about to run out, and they wanted to get one last piece of content with her. So, they asked us to pitch them on an idea that featured Taylor and DirecTV in a new way.
Well, as any true Swiftie knows, Taylor’s pride and joy are her cats; Meredith and Olivia. So we decided that it was time to reveal their true personalities. The real divas, if you will. And thus, this spot was born.
Prior to the release of the main spot above, we created a teaser to get Taylor’s fans excited for the main event. This allowed us to further build up the persona’s of the cats as stars in their own right.
And, like the true divas they are, Olivia and Meredith had their own oddly specific list of demands in their riders (the list of requirements a star has in order to perform at a venue).
When you have animals on set, it’s a given that you’ll capture a million outtakes of them ripping items to shreds, jumping on and off counters, getting high on cat nip, etc.
So we turned all of this extra footage into teasers for DirecTV Meow; a new channel on DirecTV we created specifically for cats. Because like any good cat owner will tell you, when you leave the house you need to make sure you leave the TV on for them.
