Rescue pets rank as the most desirable breed in this perception-shifting ad

FCB Inferno created spot for London animal charity Battersea

Published On
Oct 15, 2019

Editor's Pick

Advertising for rescue pets often focuses on pity for the neglected animals, appealing to people's nurturing instincts and even guilt. However, a new campaign for U.K. animal charity Battersea (formerly Battersea Cats & Dogs' Home) turns that on its head, and turns the "rescue" aspect of a pet into a positive and desirable quality.

The campaign, by FCB Inferno, is positioned around the hashtag "#Rescueismyfavourite breed." It kicks off with a TV spot that portrays rescue pets as fun, full of character, "original" rather than a "fashion statement" and "not perfect but worth it." The ad was directed by BAFTA and Emmy award winner Mateo Willis, who has worked on nature shows such as "Blue Planet 2." It ends by informing us that with one in four pets in the U.K. a rescue pet, "rescue is our favourite breed."

The campaign aims to tackle misconceptions about rescue pets—such as they all have health or behavioral problems, and attempts to move away from depicting them as helpless victims. It also tries to encourage people away from a trend of selecting animals by fashionable breed (including the current Instagram-fueled vogue for French bulldogs). Battersea has actually removed breed filters from its own online galleries to encourage people not to select by breed, and has found that this leads them to view more animal profiles. 

“With Rescue Is Our Favourite Breed, we joyfully celebrate rescue pets as individuals, portraying them as heroes not victims and showing rescue pets as the best pets, who all deserve a second chance and a happy home," said Sharon Jiggins, executive VP at FCB Inferno in a statement. "In doing so we want to fundamentally change perceptions by elevating rescue to a breed in its own right."



Oct 15, 2019
Client :
Agency :
Chief Creative Officer :
Owen Lee
Creative Partner :
Al Young
Creative Director :
Austin Hamilton
Creative Director :
Jessica Giles
Senior Creative :
Darren O’Bierne
Senior Creative :
Pete Giblin
Junior Creative :
Sam Shepard
Junior Creative: :
Suraj Chauhan
Executive Vice President :
Sharon Jiggins
Senior Account Director :
Kirsten Barnes
Account Manager :
Emily Wiles
Strategy Director :
Helen St Quentin
Strategy Director :
Marcus Richardson
Director of Innovation :
Laura Visick
Broadcast Producer :
Hanna Davis
Creative Producer :
Clare Dyer
Editor :
Jude Moore
Head of Creative Production :
Mike Jenkins
Design Lead :
Sarni Strachan
Junior Designer :
Emily Gardiner-Gibson
Head of Studio :
Richard Bagley
Senior Creative Artworker :
Steve Clark
EVP Communications EMEA PR Partnerships Social and Influencer :
CC Clark
Associate Director of Communications and Influencer Marketing :
Sami Westwood
Community Manager :
Laura Greenslade
Director of Marketing and Communications :
Sarah Matthews
Head of Brand :
Harriet Lancashire
Media :
Manning Gottlieb
Executive Director :
Geraldine Ridgway
Client Account Manager :
Alice Furlong
Client Account Manager :
Leila Amrabadi
Client Assistant :
Tanya Nayee
Client Account Director :
Katie Smith
Photographic Agent :
Germaine Walker
Photographer :
David Wren
Production :
Director :
Mateo Willis
Producer :
Hans Elias
Production Manager :
Tasha Ponton
Production Manager :
Becky Swindale
Production Manager :
Danielle Smith-Rewse
1st AD :
Fred Robinson
2nd AD :
Jayke Shaw
Production Assistant :
David Rose
Runner :
Freddie Lillingston-Price
Camera OP :
Jack Peagam
Focus Puller :
Thomas Nicholson
Focus Puller :
Calvin Day
DIT and Sound :
Jordan Stephens
Camera Assistant :
Ross Dixon
Art Director :
Matt Duddleston
Art Director :
Marianna Grinev-Branch
Vet :
Adrian O’Meara
Vet :
Kelly Williams
Dog Handler :
Charlotte Wilde
Dog Handler :
Jo Mayston
Cat Handler :
Liz Thornton
Post Production :
Grade :
Steffan Perry
Flame :
Tim Osborne
Producer :
Sian Jenkins
Editing :
Assembly Rooms
Offline Editor :
Eve Ashwell
Offline Producer :
Daniel Breheny
Sound :
Wave Studios
Sound Design and Mix :
Ed Downham
Agency :

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