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Frank 'Pablo The Drug Mule Dog'

Agency: Mother

Client: Frank 

Peep Show's David Mitchell has been drafted in to provide the voice for the government's latest anti-drugs ad.

The £1m ad from Mother highlights the dangers of using cocaine, through the eyes of Pablo, the Drugs Mule Dog.

Pablo wakes up from seemingly dying after being used to smuggle drugs into the country. Meeting the major characters in the drug chain, the dealer, the user, the heart and a bleeding nostril, Pablo tells the truth about cocaine.

The advert, which breaks tonight on Channel 4, was created to target 15-18 year olds through the government's Frank drugs campaign. The advert ends with the Frank helpline number.

Profero has created a digital campaign which will run on social networking, gaming and lifestyle sites.

"Many young people wrongly associate cocaine with celebrities and success, so it is really important that this new Frank campaign gives a more balanced view," said the minister for children and young people, Delyth Morgan.

"This campaign will help make young people aware of the risks and harms of cocaine use by unravelling the false truths of the drug."

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