The National Canine Defence League is looking to expose the cruelty
of destroying healthy dogs in its latest campaign through TBWA GGT
The drive takes the NCDL into the cinema for the first time since 1995,
with a 20-second ad that contrasts the number of healthy dogs destroyed
each year with the NCDL’s non-destruction policy.
The ad opens on a shot of a freshly dug hole in a bleak setting as the
voiceover says: ’Last year in the UK, around 20,000 healthy dogs were
destroyed.’ But it then becomes clear the hole is being dug by a playful
dog, and as the animal jumps out of it, we hear the words: ’We give a
dog a life.’
The cinema ad breaks this week in the North-east, where the problem of
stray dogs is most acute. It will be followed by press advertising in
February and may be rolled out nationally if the campaign proves
Clarissa Baldwin, the chief executive of the NCDL, said: ’This
represents a real step-change in approach for us. We are sure this
campaign will move us closer to achieving our aim of no healthy dogs
Trevor Beattie, the creative director of TBWA, added: ’Our NCDL campaign
has always been a positive one. It’s a celebration of dog ownership.
Smiles not shocks.’
The ad was written by Paula Jackson and art directed by Nick Hine. It
was directed by Tony Jackson and Chyna Thomson through Map Films, and
media planning and buying was handled by CIA Medianetwork.
The dog charity appointed TBWA to its account in 1995, following the
highly acclaimed ’Toys Aren’t Us’ poster through TBWA the previous