Two cat litter brands are calling “lights, camera, action!”  

First, Purina’s Tidy Cats is launching a promotion tied to the fall TV premieres. 

Special Litter Unit (S.L.U.), a three-part crime procedural series starring actor/comedian Kumail Nanjiani as lead agent, backed by content creator Jordan Howlett. 

Rather than a standard product launch, the campaign is built and timed like an actual series premiere — pairing the content rollout with an immersive New York City pop-up, Litter Crimes HQ, so fans can step into the story themselves. 

The launch offers a timely look at how brands are using talent-led, entertainment-style content to break through with audiences who'd otherwise scroll past a traditional pet care ad. 

The first three episodes debuted on Tidy Cats Instagram, TikTok and YouTube channels. Across the series, the S.L.U. investigates a wave of litter-related offenses, from odor in the first degree to tracking violations and clumping catastrophes.

Meanwhile, Mars Petcare’s smart cat litter brand PrettyLitter is partnering with Martha Stewart, this time on a video.

The effort, from brand performance and creative agency, Raindrop, also features Purrcy, the brand’s long-haired star cat, who speaks with an upper-crust British accent. 

In the nearly two-minute longform hero video, Stewart claims the secret to her success is that she “speaks cat.”

This effort expands on the “Gift Of Gab” TV spot from a year ago that introduced Claude, who surprised his owner by not only speaking but criticizing his disgusting litter box and demanding she switch to PrettyLitter. 

Stewart, who had been a fan of the brand since its launch in 2015, first partnered with the company in 2021 and has appeared in campaigns on social, digital, podcast and radio.