The RSPCA is launching a hard-hitting fund raising commercial to raise money to help abandoned, abused and neglected pets.

The creative concept is based on reality TV "talent" shows with a voiceover by 'X Factor' judge Simon Cowell and Radio One DJ Fearne Cotton.

The 90-second commercial asks people to phone in and vote for the pet they most want to save this week.

The spot will be backed by direct activity including online and door drops and a microsite at .

This article was first published on Campaign Work

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