McCann revives Wall's talking dog for TV spot

McCann Erickson has re-introduced the famous sausage-mad speaking dog to promote Kerry Foods' Wall's sausages in a £2 million TV campaign.

The talking dog campaign has been updated using slapstick humour showing the dog attacking its owners in its pursuit of sausages.

The ad, which introduces a new range of Wall's Favourite Recipe Sausages, shows a family sitting down to eat as the father points out that his wife is cooking sausages.

The dog sits motionless as the word is mentioned. However, as it's explained that they are Wall's sausages, the dog's ears prick up and he launches himself at his owners.

An fight for possession of the sausages ensues between the father and the dog, including a scene where the dog clamps its jaws on its owner's throat.

The fight ends as the dog flings itself at the window, and slides down as its efforts fail.

The ad breaks on 1 July and will run for one month on ITV, Channel 4, five and satellite TV. Media was by Universal McCann.

The campaign was written by Nikki Hole and art directed by Mark Rowbotham.

It was directed by Graham Rose through Rose Hackney Barber.

Wall's talking dog first appeared on TV in 1993 in spots in which his owner tries to get him to say "sausages", but all he says is "Wall's".

Robert Campbell, the executive creative director of McCann, said: "A brand as famous as Wall's deserves great ads, so we've brought back the talking dog and made him contemporary. I've never seen people laugh so much at rough cuts before."

Toby Langton, the head of marketing at Kerry Foods, added: "We are proud to be bringing back our brand icon."