The Ministry of Agriculture, Fisheries and Food is launching a
press campaign through Ogilvy & Mather to publicise its new Pet Travel
The campaign takes a humorous look at pets on holiday and breaks with
’X-ray’, an ad shot by Nick Veasey. It features an X-ray of a dog’s
suitcase which is packed with holiday items.
The other executions, which were shot by the animal photographer, Jack
Daniels, feature a dog on a snowboard, a cat sipping a cocktail by the
pool and a cat with a name tag which says ’Fluffy’ in three
The campaign aims to raise awareness of the scheme, which will allow
cats and dogs to travel to and from western Europe from 28 February, and
to encourage pet owners to seek further information.
Steven Goodwin, business director at O&M, said: ’We wanted the
advertising to reflect a charm and humour that would appeal to animal
The campaign will run in the tabloid and broadsheet national weekend
newspapers from 5 February.
It was art directed by Robert Messeter and written by Michael Crowe.
Media buying is through MindShare.