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Of late, though, he's broadened his zoological palette, introducing songs mimed by baby orangutans and a hippopotamus.
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(One favorite, also featuring viking kittens performing Led Zeppelin's iconic "Immigrant Song," was removed from the site without explanation, though it's easy to locate elsewhere on the Web.) Among the wide range of animations on his site-several of which are, shall we say, inappropriate for small children and the workplace-arguably the most well-known are his faux rock videos that feature bizarrely costumed kittens, like the ones dressed in viking garb seen in his video of the Electric Six's "Gay Bar." Another features kittens clad in Soviet garb singing a song by the band Laibach. Veitch's work has become the sort of phenomenon that seems to circle the globe, e-mail chain by e-mail chain. In the three-plus years he's been posting animations on, Mr. 11 strips titled "Get Your War On," which first appeared on the Web, now run regularly on the letters page of Wenner Media's Rolling Stone. Another recent Web to mainstream success story, if faster building, is cut-and-paste cartoonist David Rees, whose scathing post-Sept. Veitch has parlayed a hobby into a career. Hall defined as Quiznos' "sweet spot"-men and women 18-34-dovetails quite nicely with the demos of those who surf the Web searching for the latest in Web-only bizarreness. "We are an off-center brand," said Trey Hall, Quiznos Subs' chief marketing officer, who said upon seeing the ads, which first ran on Spike TV's Bikini Bowl on Super Bowl Sunday "our eyes got big, much like those critters."Īnd what Mr. "He had that kind of cult, underground following," said Mike Hughes, Martin's president-creative director. Veitch rewrote a very similar year-old song and animation titled "We Like the Moon" (sample lyric: "The moon is very useful/To everyone") that he'd penned with his brother and a friend for the sandwich-maker's ad at the behest of its new creative agency, Interpublic Group of Cos.' Martin Agency, Richmond. They recognized it as the work of Joel Veitch, a self-effacing 29-year-old Brit who's behind the absurdist and generally hilarious. Quiznos' current campaign-which features howling paeans of bug-eyed, terribly-toothed creatures-was immediately familiar to inveterate Net geeks and the sort of cubicle jockeys who forward oddball Web links to each other all day.