Bad litter is a crime, and Tidy Cats is on the case. The cat litter brand has launched the Special Litter Unit (S.L.U.), a three-part crime procedural series starring actor and comedian, Kumail Nanjiani, as the lead agent dedicated to solving the most heinous litter crimes cat owners experience. True crime fans can follow the case online, and cat lovers in New York can join the investigation in person at Litter Crimes HQ, a one-day pop-up experience featuring adoptable feline agents, on Friday, October 2.

Armed with Tidy Cats Performance+ and a zero-tolerance policy for litter box offences, Nanjiani is backed by rookie officer Jordan Howlett, the well-known content creator, as the unit works to pursue true litter box villains. Together, they prove that no litter box crime is too dirty for this unit of elite agents. 

“I’ve been a cat person my whole life, so I know exactly what a litter box crime looks like,” Nanjiani stated. “Between my last cat, Bagel, and our new kitten, Biscuit, I’ve been training to lead the Special Litter Unit for years.”

The first episode of the Special Litter Unit may be viewed on Tidy Cats Instagram, TikTok and YouTube channels, with additional episodes rolling out throughout the week. Across the series, the S.L.U. investigates a wave of litter-related offences, from odour in the first degree to tracking violations and clumping catastrophes.

“In my line of work, the same suspects keep turning up: odour, weak clumps and tracking,” commented Marilyn Renner, product development expert at Tidy Cats. “They’re the repeat offenders cat owners deal with every day, which is why they’re at the centre of the Special Litter Unit investigations and what Tidy Cats Performance+ was built to solve.”

At the campaign’s one-day pop-up experience in New York City, cat lovers can step inside the world of the Special Litter Unit. Guests arrive as new recruits to test their investigative skills through a variety of interactive missions, interview adoptable feline agents from Petfinder, and earn exclusive S.L.U. gear and rewards. Litter Crimes HQ will be open at 45Grand in SoHoon Friday, October 2 from 11:00 a.m. to 7:00 p.m.

Credits
Client: Purina
Senior Brand Manager: Vanessa Hopkins
Brand Manager: Kate Holton
Brand Affairs, Media: Emily Goldkamp
Brand Affairs, Influencer: Sara Schaecher & Rebecca Jelinek
Agency: Golin Ketchum
VP, Creative: Vincent Patton
Director, Creative: Nicole Ido
VP, Director of Influencer & Digital: DJ Watta
VP, Director of Media: Britania Weinstein
 Sr VP, Account Mgmt: Sharon Davallu
 Senior Brand Manager: Gabby Howard
 Talent Management: Samanta Javanbakht
 Production: Omnicom Production:
 Executive Producer: Brooke Stelzer
 Production Company (Videos): Honor Society
 Director: Melissa Bolton-Klinger
 Executive Producer/Founder: Megan Kelly
 Line Producer: Bradford Carter
 DoP: Peter Gordon
 1st AD: Matthew Smith
 Production Designer: Gabrielle Rosenberg
 Post-Prodcution: Rec Room
 Editor: George Kent
 Executive Producer: Joy Saylor
 Colour: Oliver So
 Sound: Ed Larez