McCann-Erickson London has produced a cinema commercial for the charity Guide Dogs for the Blind Association to be shown at a preview of the new Walt Disney film 102 Dalmations.
The film was created in response to a speculative brief that identified the need to raise awareness of the charity's work and to encourage giving, particularly among a younger audience.
Shot at a dog's eye level, the 30-second ad shows the obstacles that guide dogs have to negotiate for their owners in a simple walk down a street past dozens of pedestrians' legs and busy roads. A funky soundtrack plays throughout.
The guide dog providing the 'dog's eye view' is revealed at the end of the ad when its image is reflected in the shiny black door of a cab followed by the endline: 'Now you can see why we need your help.'
Chris Hunton, the joint managing director of McCann London, said: 'When you can do good ads for a good cause, it's about as good as it gets in the business.'
Carl le Blond was the copywriter and art director for the ad. It was directed by le Blond through Garretts with media buying through Universal McCann.