Morris the Cat is now purring with wearable technology for 9Lives.

The feline mascot has made a comeback in ads for 9Lives. But this time he world’s most finicky cat is not snubbing cat food. He’s donning wearable technology.

Agency EVB features Morris in “Cat’s Eye View”. Morris tries on smart-cam glasses and invites you to join him on a journey around the house.

The website has you shadow Morris doing all the typical exciting things a cat does throughout the day like watching goldfish and unraveling toilet paper. The catch is that throughout the game, you can receive prizes like coupons for 9Lives or a downloadable poster of Morris wearing his wearable technology.

In a creative attempt to make 9Lives cat food and Morris the Cat relevant again, following grumpy Morris around the house with wearable technology is just as bland as it sounds.

While targeted at pet lovers of all ages (me excluded), EVB designed Cat’s Eye View to be natively mobile to introduce younger people to the cat serving company by following Morris on their smartphones, tablets and desktop computers. Morris, who has been 9Lives’ mascot for nearly 50 years, is no stranger to social media and technology: The star of 50 ads (and two feature films) has a Facebook page with 250,000 Likes, and he has used it to publicize his 2012 presidential bid (his second) and ongoing pet-adoption program, Morris’ Million Cat Rescue, which was designed by Smith Brothers Agency. Earlier this year, EVB created the first feline online-funding platform, Catstarter, for Big Heart Pet’s Meow Mix brand.

Cats creep me out. I’m into the fact that Morris is a high-brow. But he has fur and four legs. Sorry, I can’t deal with anything that has legs and fur.

Howard Davidson Arlington MA