Which? illustrates testing rigour with dirty dog ad

MCBD has created a TV and online campaign for Which?, the consumer product reviews magazine, in a bid to attract slightly younger customers as well as its core audience.

Two TV ads focus on the stringent testing process employed by Which? reviewers. One features a washing machine and the other a digital camera.

To test how well washing machines remove pet odour, Which? uses clothes slept on by dirty dogs, so 'Washing Machine' follows a dog racing through fields and a stream, rolling in cow muck, getting covered in sludge, cosying up to a tramp and rooting around in a rubbish bin before settling down to doze in a pile of laundry.

Inspired by the way Which? tests digital cameras by shaking them up to 900 times an hour to test their image stabilization function, 'Digital Camera' sees a hapless tourist repeatedly falling as he attempts to take photos.

The campaign, which introduces the strapline "Which? works for you", launched yesterday across central England and will be rolled out nationally in 2011.

Media is planned and bought by MC&C.