Crufts campaign to highlight dog show as a family day out

The Kennel Club has returned to an agency after producing its own ads for Crufts for the past three years.

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.’

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