TBWA creates new Canine Defence League cinema push

The National Canine Defence League is looking to expose the cruelty of destroying healthy dogs in its latest campaign through TBWA GGT Simons Palmer.

The National Canine Defence League is looking to expose the cruelty

of destroying healthy dogs in its latest campaign through TBWA GGT

Simons Palmer.



The drive takes the NCDL into the cinema for the first time since 1995,

with a 20-second ad that contrasts the number of healthy dogs destroyed

each year with the NCDL’s non-destruction policy.



The ad opens on a shot of a freshly dug hole in a bleak setting as the

voiceover says: ’Last year in the UK, around 20,000 healthy dogs were

destroyed.’ But it then becomes clear the hole is being dug by a playful

dog, and as the animal jumps out of it, we hear the words: ’We give a

dog a life.’



The cinema ad breaks this week in the North-east, where the problem of

stray dogs is most acute. It will be followed by press advertising in

February and may be rolled out nationally if the campaign proves

successful.



Clarissa Baldwin, the chief executive of the NCDL, said: ’This

represents a real step-change in approach for us. We are sure this

campaign will move us closer to achieving our aim of no healthy dogs

being destroyed.’



Trevor Beattie, the creative director of TBWA, added: ’Our NCDL campaign

has always been a positive one. It’s a celebration of dog ownership.

Smiles not shocks.’



The ad was written by Paula Jackson and art directed by Nick Hine. It

was directed by Tony Jackson and Chyna Thomson through Map Films, and

media planning and buying was handled by CIA Medianetwork.



The dog charity appointed TBWA to its account in 1995, following the

highly acclaimed ’Toys Aren’t Us’ poster through TBWA the previous

Christmas.



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