The RSPCA has released its new TV advert with Space City, showcasing the horrific plight of the Whippet, Clover and her subsequent recovery with the charity.
The egregiously abused dog is featured throughout the advert – at both first and end branding, to ensure of maximum retention, memorability and instant response.
Emotive consistency was underscored in the advert by the visuals and audio, for the benefit of response through calls, texts and online engagement.
Having been found abandoned in 2016, Clover endured a difficult convalescence period, but recovered.
When the RSPCA inspectors found Clover, her mouth had been tightly taped shut with gaffer tape – presumably to stop her barking. But it meant that she couldn’t eat or drink – she could hardly breathe.
The commercial tells the story of how she was rescued and – after surgery under general anaesthetic and three weeks of intensive care – she gradually started to recover.
Clover’s story has a happy ending, as the vet who looked after her decided to keep her and (as we see in the commercial) she is thriving in her new home.
Space City’s commercial uses one of the RSPCA’s own inspectors as a presenter and voice-over.
The campaign will feature on myriad channels nationwide from Monday, 12 February, until the end of March, with the charity utilising both phone number and website leverages to incite and elicit instant responses and attributable success.
60 and 90-second versions have been produced of the ad, with media buying undertaken by John Ayling Associates.