TBWA reclaims ’dog is for life’ theme for NCDL

TBWA GGT Simons Palmer is bringing back the ’A dog is for life, not just for Christmas’ slogan in a new campaign for the National Canine Defence League.

TBWA GGT Simons Palmer is bringing back the ’A dog is for life, not

just for Christmas’ slogan in a new campaign for the National Canine

Defence League.

The line, which was created by the NCDL in the late 70s, is part of a

new drive aiming to halt the number of dogs abandoned in the

post-Christmas period. The organisation also wants to reclaim the line

in the face of imitation from other advertisers.

Poster advertising breaks on 13 December and runs over Christmas. It

features a picture of a cute and ’real’ dog next to an image of an

equally adorable but toy dog.

The juxtaposition of the two aims to highlight the permanent and

demanding nature of a real dog and to reinforce the responsibility

involved in owning a pet. The NCDL claims that although puppies may seem

a good idea, at least at Christmas, they may live for 15 years or


Siobhan Lavelle, communications director at NCDL commented: ’We’re very

excited by this ad. Our slogan is 21 years old this year and still as

relevant now as it ever was. This campaign should bring home the

importance of the message.’

The ad was written by Carol Haig and art directed by Phil Martin. Media

planning and buying are handled by Booth Lockett Makin.

’’A dog is for life’ is one of the most-borrowed advertising slogans of

recent times. We just wanted to remind everyone who owns it,’ Trevor

Beattie, creative director of TBWA, said.

The NCDL has been developing a number of campaigns over recent months to

raise awareness of the plight of unwanted dogs during the Christmas


It is running a promotion with the Kimberly-Clark brand, Andrex, in

which consumers collect tokens towards a soft toy puppy.

The national campaign is Andrex’s most successful ever, with 650,000

applications recorded so far. For every application received, Andrex is

donating 10p to the NCDL.

The NCDL has also agreed a deal with Bank of Scotland and MasterCard to

provide an affinity credit card. It will use funds raised to help care

for more than 10,000 stray and abandoned dogs.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).