A series of three ads, breaking on 17 June, resist a serious veterinary tone and concentrate instead on the rowdy yet loveable behaviour of healthy, energetic animals.
The first 30-second execution shows what appears to be a typical domestic scene. A young couple lounges in front of the TV while their dog leaps up against the window, begging to be let in. Only in the final shot does it become apparent that the window is three storeys up.
The debut ad introduces Millie, a bearded collie cross, which is the new face of Butcher's after a packaging redesign in March. However, the follow-up 20-second executions focus on the personalities of different types of dogs.
One execution, which plays to the soundtrack of Status Quo's The Wanderer, cuts between different breeds of puppies, all of which feature a distinctive black-eye patch.
The final shot cuts to their virile father, on his daily walk, sporting the same patch and straining keenly at the lead.
Each ad ends with the strapline: "Is your dog as fit as a Butcher's dog?"
The campaign was written by Laurie Smith, art directed by Matt Pam and directed by Dominic Murphy through Partizan.
The schedule, planned and bought by Walker Media, concentrates on GMTV for the first month before rolling out to evening slots and other commercial channels.
Butcher's allocated a budget of £4 million when it appointed CHI and Walker Media in February.