Which? 'testing' by MCBD

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Which? is highlighting the fact that its experts test products in a way the public can trust, through a new TV ad.

Created by MCBD, one ad follows a dog running into a field and rolling around in a muddle puddle and walking over washing to showcase what Which?’s stringent testing method is.

The voiceover explains: "Only Which? uses unclean dogs to test washing machines for pet odour removal. That’s actually what we do. Which? works for you." Another execution shows a man testing the durability of his digital camera in a rather extreme way.

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Released: 22 September 2010

Creative in this campaign:


Chris Gardner, commercial director

Creative agency

Dan Gorlov  

Art director
Rachel Le Feuvre

Oli Waterstone

Media agency

Media planner
John Willacy

Production company
Hungry Man

Roderick Fenske

Kate Owen


Audio post-production

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