GALLERY 02: Butchers Jump, Fetch

The UK's third-largest dog food brand has been given a hip and humorous makeover in these debut TV ads from CHI. The agency has ditched the usual cliches - no shiny-coated dogs bounding through the hills, no pups being cuddled by adoring owners, no breeders recommending anything. Instead, we see a border collie perform an impressive trick and a virile dog whose sexual prowess is not to be sniffed at. A new - and very welcome - approach to pet food advertising.

Product/client: Butchers

Agency: Clemmow Hornby Inge

3rd Floor

Paramount House

162-170 Wardour Street

London W1F 8ZX

UK

T: +44 20 7025 8989

F: +44 20 7025 8999

Creative Director: Charles Inge

Agency Producer: Veronica Alkon

Art Director: Matt Pam

Writer: Laurie Smith

Production company: Partizan

7 Westbourne Grove Mews

W11 2UR London

UK

T: +44 20 7792 8483

F: +44 20 7792 8870

email: madeleine.sanderson@partizan.com

Director: Dominic Murphy

Producer: Amanda Tassie

Director of Photography: Ray Coates

Post-production company: Smoke & Mirrors

57-59 Beak St

London W1R 3LF

UK

T: +44 20 7468 1000

F: +44 20 7468 1001

email: amanda@smoke-mirrors.co.uk

Editor: John Smith

Flame Artist: hani

Sound: Jungle

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