Guide Dogs "Flash" by Studio Kimchi

Guide Dogs has launched an animated campaign spanning a full TV ad break to celebrate the sight loss charity's 90th birthday.

The three-minute ad follows a labrador pup (called Flash) as she meets her new puppy raiser Annie for the first time, before undertaking basic obedience training. After an adorable training montage, Flash is dropped off at the Guide Dogs to embark (pun intended) on her formal training. It ends as Annie walks along the high street with a new puppy, passing Flash and her new owner along the way.

The three-minute ad airs today (28 April) during ITV’s Lorraine and Loose Women. It was directed by Bruno Simoes through Studio Kimchi, while media is handled by MediaLab.

In 2019, Guide Dogs launched a "people-first" brand campaign, "By my side", in a bid to increase the number of people with sight loss that it supports from 200,000 to 500,000 by 2023.

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