Channel 4 follows famous four-legged friends in Star Paws

14 August 2014

Channel 4 has commissioned a one-off documentary from Studio Lambert (Gogglebox, Undercover Boss) charting the era of internet cat superstars, and how the advertising world has sat up and taken notice. The film meets some of the web’s most-watched animals, and the brands who are turning those clicks into cash. From famous advertising mascots like the Andrex puppies to internet stars like Keyboard Cat, the 1 x 60’ film goes in search of some of the world’s best-known animals, and the lesser-known humans who take care of them.

The programme will meet superstar feline Tardar Sauce, aka Grumpy Cat, as her meteoric rise to fame continues. With millions of hits online, swarms of adoring fans clamouring for pictures and an entourage rivalling those of the biggest pop stars, being a famous animal is fast becoming the new rock and roll.

Other famous felines in this single documentary include Keyboard Cat, one of the earliest cats to go viral online, and Bronte the Singing Kitty. How do the owners of these four-legged friends cope when the bright lights of fame see their humble pets turned into big money brands?

Directed by filmmaker James Ross (First Cut: My Father the Mercenary, Parking Mad), the programme will also talk to the advertising creatives capitalising on Britain’s love of animals, with big budget campaigns starring anything from cute puppies to talking squirrels. British brands like Dulux and Andrex have long known the power of using animals in their advertising. In the age of overnight online stardom, what lies ahead for the old-guard like Spud the Dulux dog?

Going behind the scenes, meet the casting agents faced with briefs from clients to search far and wide for the cutest, the fluffiest and the most majestic animals they can find to appear in front of the camera.

Tim Harcourt, executive producer for Studio Lambert, said: “Cat memes on the internet have reminded big brands and ad creatives that ‘cute sells’. It seemed timely to explore this recent phenomenon as well as the world of animal trainers, owners and agents who feed into it. With access to cat photoshoots for glossy magazines and the casting call for the Andrex puppies James Ross’s film offers a very modern look at the big budget world of animal celebrity.”

Anna Miralis, Commissioning editor for Documentaries at Channel Four adds: “If you thought end-of-the-pier dancing dogs were the height of pet stardom, you’re in for a surprise. This unique documentary will unveil the potential for furry friends to achieve global celebrity, rivalling the scale of Hollywood stars.”

Star Paws airs Wednesday 27 August at 9pm on Channel 4.