The Kennel Club has returned to an agency after producing its own
ads for Crufts for the past three years.
It has asked Grey Advertising to come up with a commercial for this
year’s dog show in order to broaden the event’s appeal. Crufts
traditionally attracts specialist dog breeders and dog lovers, but the
organisers want to give it a family image.
The club has produced its advertising in-house since 1995. It choose
Grey after working on a freelance basis with Dee Butler, one of the
agency’s TV producers.
The 20-second commercial features a little girl desperate to go to
Crufts, playing with two glove puppets, made to look like dogs.
After chatting to her toys about the event, the girl calls out to her
father about going to Crufts and is told that they will leave ... ’as
soon as I’ve found my socks’. At this, the girl looks at her hands and
grimaces - her ’canine friends’ are, in fact, her dad’s socks.
The commercial was written by Harry Burke and art directed by Stuart
Wood, who came up with the simple idea because of the client’s limited
budget. It was directed by Andy Lambert of TT02.
It breaks on terrestrial TV on Saturday to flag the show, which runs
from 5-8 March at the Birmingham NEC.
Paul Smith, executive creative director at Grey, commented: ’The client
had a comparatively small production budget and originally asked us to
make a film using stock footage. But the creative team felt that there
was a better film to be made.’