CHJM creates dogs home spots

Battersea Dogs Home is launching its first cinema advertising to raise awareness of its activities.

Claydon Heeley Jones Mason has created the campaign, which will run across selected London cinemas from Thursday until the end of July.

The agency has created two 30-second cinema ads based around the premise: "Life's more fun with a dog. Directed by Jamie Lane at Moon, two executions show men going through the motions of frolicking with an imaginary dog because they want to own one so much. One man is depicted rolling around his living room floor before being discovered by his partner, and another plays with his imaginary dog in a park.

Battersea Dogs Home, which rescues abandoned dogs and cats, wants the advertising to encourage more people to visit Battersea when considering buying a new pet.

The cinema advertising will support two other campaigns that Battersea is currently running. It has launched a six-month forecourt TV campaign running on televisions in 208 petrol stations across London to raise awareness of its Lost Dogs Line, and its summer anti-abandonment poster advertising encourages dog owners to make provision for pets when going on holiday.

Claydon Heeley Jones Mason, which was appointed by the charity in February, created all the work.

The cinema ads were created by Simon Haslehurst and Eric Ronshaugen. Media planning and buying is through Pawson Media.

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