Will You Be the Happy Ending to This Sad Dog Story?

Melancholy Tale for Dogs Trust Invites You to Change a Pup's World

Published On
Feb 19, 2016

Editor's Pick

OK, we admit it. We're suckers for a sad dog story and we're ready to drop tears with every melancholy puppy look or inquistively raised ear. So from frame one, we were drawn immediately into this tale of a woebegone pup who has an inexplicable attachment to his human doll.

The craftsy toy looks like it was purchased straight out of Etsy's handmade kingdom -- a crocheted figure who sports big specs, a plaid shirt, an olive jacket and an endearing expression on his face -- kind of like a hipster version of Mr. Rogers.

The scruffy puppy takes him everywhere he goes -- to dog training, bath time, then back to his room at the shelter. There's almost an innate sense of sadness to all the fun they have, however. Perhaps something about the doll just doesn't cut it -- until his real-life doppelganger shows up. An emo version of Dusty Springfield's "I Only Want to Be With You" backing the ad only helps open the floodgates.

The story promotes U.K.-based rescue dog foundation Dogs Trust and is part of the "#SpecialSomeone" campaign, created out of Kitcatt Nohr, London. Rattling Stick's Pete Riski, who has quite the flair for bringing out the weepy in us, directed.

Consumers can also support the cause by "woolify-ing" themselves online and sharing the image with the tag #SpecialSomeone.

"Our goal for #SpecialSomeone was to emotionally connect with people, and motivate them by giving them a role in helping Dogs Trust achieve their mission," said Creative Director Simon Martin in a statement. "Our creative idea focuses on real, scruffy, funny, but loveable dogs, and what you and Dogs Trust can do to change their world."

Dogs Trust Marketing Director Nick Daniel added, "There's a quote that 'Saving one dog will not change the world, but for that one dog, the world will change forever.' I think that the ... ad really brings this to life. And, with roughly 1,500 dogs at our centres today, we're hoping to see those special someones visiting our centres soon."


Feb 19, 2016
Agency :
Kitcatt Nohr
Creative Director :
Simon Martin
Creative Director :
Jamie Tierny
Art Director :
Ellie Lynch
Copywriter :
Beth Kwaterski
Planning :
Caroline Deput
Account Director :
Sophie Marshall
Account Manager :
Johnny Kirkham
Agency Producer :
Lyndsay Myerscough
Production Company :
Rattling Stick
Director :
Pete Riski
Producer :
Tess Mitchell
Editorial :
Assembly Rooms
Editor :
Eve Ashwell
Post Production :
Absolute Post
Music :
Pure Sync
Brand :
Dogs Trust
Client :
Dogs Trust

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