In a 60-second spot set to Bachman-Turner Overdrive's You Ain't Seen Nothing Yet, a scruffy mutt called Harvey outwits cuter rivals for the affection of a new owner by showing a video in which he drives a car, cooks and plays chess.
The ad was developed by the agency Red Brick Road and is backed by Thinkbox shareholders including ITV, Channel 4, Channel 5 and BSkyB. It will start showing on Friday. The spot ends with the line "Discover the power of TV advertising... Television: where brands get their breaks". Thinkbox launched its first ad campaign promoting the medium last year featuring a hypnotherapy patient aping famous lines from commercials. "We have so much evidence proving how effective TV advertising is, but there's nothing quite like seeing it work for yourself, as we did last year, to convince you to have more," said Lindsey Clay, marketing director at Thinkbox. "We hope this new ad will be as well received and successful as our first."
The campaign will run for about six weeks on the TV channels of Thinkbox shareholders – including ITV, Channel 4, Channel 5 and BSkyB – in paid-for advertising airtime. Media planning and buying has been handled by MediaCom