(Above) The new “Morris the Cat” (left) and Bruce DuMont, founder and president of Museum of Broadcast Communications, at the opening on Saturday of a new exhibit of advertising icons. Photo by Dylan Klauke. (Click on images to view larger versions.)

11-May-15 – Television’s most beloved advertising icons put aside their decades-long competition for consumers and gathered at River North’s Museum of Broadcast Communications on Saturday.

Ronald McDonald, Pillsbury Doughboy, Tony the Tiger, Charlie the Tuna, the Raid Bugs, the Keebler Elves, Snap, Crackle and Pop, helped open the museum’s Salute to Advertising’s Greatest Icons, which will run through October 31.

The exhibit examines the creation and evolution of characters such as Jolly Green Giant and Mr. Clean through television commercials, print ads, packaging, and memorabilia.

“Historically speaking, television has been the premiere stage for some of the nation’s most revered advertising characters,” says Bruce DuMont, the museum’s founder and president. “These beloved characters helped define many of the world’s top consumer brands and each has become synonymous with their brand in commercials, print ads, packaging and on grocery shelves.”

While many of the characters may have been actors in costume, one actor has no costume. Morris the Cat, the advertising mascot for 9Lives cat food, was back in Chicago.

(Above) Morris the Cat, at lower right, cautiously sniffs a fellow ad icon. Holding Morris is his handler, Rose Ordile. Photo by Dylan Klauke.

“The world’s most finicky cat” was created in Chicago in 1969 by Leo Burnett Company and rebooted last October by a new agency, Evolution Bureau. Morris is now described more as “choosy” and less as “finicky.”

This is the third cat to portray Morris. He was discovered at an animal shelter and currently lives in Los Angeles. The original Morris died in 1978.

(Above) McDonald’s memorabilia on display at the museum. Photo by Mike Chunko.

 Website: Museum of Broadcast Communications