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PDSA ‘New Tricks’

Agency: Watson Phillips Norman (WPN)

Client: PDSA

Brand reaction agency Watson Phillips Norman (WPN) has launched a new TV campaign this week for veterinary charity, PDSA.

The campaign highlights how the charity’s supporters can help animals with long-term illnesses such as arthritis, diabetes or heart disease, as part of the charity’s ‘Sponsor Me Better’ campaign.

The campaign will run  on a variety of terrestrial and cable channels including:  Dove, Five Life, The History Channel, ITV3, Living, National Geographic, UKTV History and Virgin 1.

The advert encourages the viewing audience to sponsor a PDSA pet patient and  introduces animal lovers to a special group of poorly pets who desperately need help.

The pets, sadly, will never be cured as they all suffer from long-term conditions. But with financial support from their sponsors and professional care from PDSA’s vets they can live happy, healthy lives for years to come.

In the advert, TV actor Dennis Waterman provides the voice of Charlie, an older dog who has arthritis.

The New Tricks star poignantly brings Charlie’s feelings to life; frustration about not being able to do what he could, such as chasing a ball, taking a walk and sometimes being too stiff to simply get out of his basket; hope that PDSA can return some of his quality of life.

The additional narrative is by actor, Stephen Tompkinson, well known for his role as vet, Danny Trevanion, in ‘Wild at Heart’, who is supporting PDSA’s cause for the second year running.

The advert finishes by showing a PDSA vet caring for a sick animal, demonstrating how sponsorship can help ease the suffering of thousands of other pets across the UK.

Gail Cookson of WPN said, "Our strategy with this campaign was to creatively leverage the emotional reward of feeling that you are helping an animal lead a full and rewarding life. 

Research indicated that our audience expect a certain level of feedback about the animal they sponsor.   Thus the core of the proposition for the ads was sponsor a poorly pet and help it live a rich and full life.”

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