Some of the celebrity cats who appeared in the viral video "How to Be a Cat at Christmas," including Grumpy Cat, Nala Cat, Hamilton the Hipster Cat, Oskar the Blind Cat and the latter feline's housemate Klaus, all make appearances in a new video, "Cat Summer." Although it doubles as a cat-food ad, the spot also contains a charity element. The clip's sponsor, Friskies, will donate one meal to cats in need for each view of the video in the name of Colonel Meow, an Internet-famous cat from "Christmas" who passed away earlier this year.
Grumpy Cat and Oskar recently made an appearance at the Rolling Stone office to promote the song, and the former even posed for a Vine with the magazine's current Lana Del Rey cover, which also features a feline. Fans can participate in the video discussion online using the hashtag #catsummer.
Friskies is working with Rescue Bank, a non-profit organization that provides donated food to non-profit animal welfare organizations, for the cat food donations. It is donating one meal per view up to one million views through Labor Day, September 1st. Previously, with Friskies' Christmas video, the company donated 600,000 cans of cat food to charities.
In April 2013, a documentary titled Lil Bub and Friendz came out that explored the phenomenon of celebrity cats – and had a paparazzi-strewn red carpet to boot. The documentary focused on the influence of Grumpy Cat, Nyan Cat and Keyboard Cat, among others, and went behind the scenes to interview a meme manager, who helps monetize feline fame. "I think that these cats, today, have become or are becoming the new Hello Kitty, the new Garfield," the doc's producer and co-director, Juliette Eisner, told Rolling Stone. "I don’t know if people will be so obsessed with them forever, but I imagine that they‘re going to be around for a while."