A mock-advert for a children’s toy turns pretty sinister and grim to remind people in the UK to stop buying animals from puppy farms. The ‘Suzy Puppy’ was created by J. Walter Thompson London for the International Fund for Animal Welfare (IFAW).

According to the IFAW: “The puppy trade is rife with unscrupulous breeders and dealers breeding and selling puppies solely for profit, with little or no consideration for their health or needs. Consequently, puppies from these low welfare breeders and puppy farms often suffer from serious illness and all too commonly even an early death.”

The YouTube page from IFAW explains: “As part of our new P.U.P.S. campaign we’ve made a unique and thought provoking short video in the style of a kitsch children’s toy commercial about the hidden horrors of the puppy trade. We hope that people who want to buy a puppy will use the P.U.P.S. checklist so they don’t accidentally prop up the cruel trade. We firmly believe that when public demand for cheaply produced puppies reduces so will the suffering.

“Although the film contains no puppy footage, some viewers may find the content shocking or upsetting, because sadly the puppy trade is just that.”

Suzy Puppy will also appear in the windows of selected Independent toy stores, vets and pet groomers around London. The Suzy Puppy toy will also be sent to Westminster MPs at a Parliamentary launch on September 14th. The IFAW is calling on the UK Government to introduce new laws that protect dogs and their puppies.

Philip Mansbridge, IFAW UK Regional Director, said: “IFAW stands firmly against the large-scale, low welfare commercial breeding of puppies for profit. We want to see an end to third-party sales and the introduction of tougher and better enforced licensing to tackle this cruel trade. We also urge members of the public to remember P.U.P.S and spread the message to others.”

David Masterman, J. Walter Thompson London Creative Director, said: “We need legislative change, so a cute, flea-ridden pup with parvovirus and conjunctivitis is the perfect lobbyist.”

The spot offers a useful guide (P.U.P.S.) to ensure potential buyers know the signs to look out for:

• Parent – Is the puppy with its mum?
• Underage – Has the puppy reached the legal age for sale?
• Papers – Are all of the puppy’s papers available and in order?
• Sickness – Is the puppy healthy and energetic?

CREDITS

CREATIVE AGENCY
TV PRODUCER:Rachael Long/ Jenny Busby/ Ed Thorn

CREATIVE DIRECTOR:David Masterman

EXECUTIVE CREATIVE DIRECTOR:Russell Ramsey

CREATIVE: Claudia Southgate & Miles Bingham

SENIOR ACCOUNT MANAGER: Charlotte Humphries

CREATIVE AGENCY: J. Walter Thompson London

PROJECT MANAGER: Kate Duncan

DIRECTOR: Sophia Ray

MUSIC AND SOUND