GGT has unveiled its first work for the International Fund for Animal
Welfare, the charity that caused controversy last year by using John
Wayne Bobbitt’s severed penis in its advertising.
The new ad, which shows a dog nestled against its owner’s shoulder,
steers away from the shock tactics of recent campaigns through Bartle
Bogle Hegarty. It marks a deliberate move by IFAW towards subtler
commercials aimed at influencing political decision-makers in the run-up
to the general election.
‘Animal welfare is no longer just the concern of ‘bunny-huggers with
collecting boxes’,’ Richard Moore, the leader of the UK election team at
IFAW, explained. He said that the new execution was aimed at persuading
politicians to put animal issues on their agenda.
‘Politicians are a fairly hard-bitten bunch, and they are used to shock
tactics. The whole campaign is about getting politicians to recognise
that people are worried about animal welfare,’ he added.
The ads will run in quality magazines such as the Spectator and the
Literary Review, and are expected to be followed by a crop of more hard-
hitting consumer ads later in the year. ‘We’re not suggesting the days
of shock tactics are over,’ Moore said.
In particular, the group is expected to target younger voters,
particularly those who are too disillusioned with politics to bother
voting, but who would exercise their right over one particular issue,
such as animal welfare.
GGT picked up the IFAW account following the charity’s split from the
then incumbent, BBH, earlier this year (Campaign, 31 May).
BBH was ordered by the Advertising Standards Authority to withdraw its
last ad featuring Bobbitt’s severed penis.