Battersea “Rescue is our favourite breed” campaign

Battersea highlights the lovability of rescued pets.

Set to the tune of Howlin’ For You by The Black Keys, the ad showcases the perks of adopting a pet from a rescue centre. “I’m not a fashion statement,” it begins, before focusing on the wholesome quirks of rescue cats and dogs, from three-legged dogs to cats with “eight lives left to live”.

Supported by a national media campaign, including out-of-home activity, Battersea’s ad is set to appear during Channel 4 programmes including Paul O’Grady: For the Love of Dogs and Long Lost Family, as well as Gogglebox, The Great British Bake-Off Extra Slice, Countdown and Sunday Brunch.

According to the Association of Dogs and Cats Homes, 250,000 animals are brought to rescue centres around the UK every year. “Rescue is our favourite breed” comes after Battersea removed breed filters from its online animal galleries, encouraging animal lovers to be more open about their future pet.

The work was created by Austin Hamilton and Jessica Giles, and directed by BAFTA-winning director Mateo Willis (Blue Planet 2, Planet Earth 2 and Dynasties) through Annex. While media planning & buying is handled by Manning Gottlieb OMD.

This article was originally published by Campaign.

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