The UK is facing an epidemic of breeders and smugglers producing puppies solely for profit, so J. Walter Thompson London and the International Fund for Animal Welfare (IFAW) created ‘Suzy Puppy’, a toy dog who may not be all she seems, as the star of a multi-faceted campaign raising awareness of the issue.
Centred around an online mock-advert for a children’s toy, the campaign also featured a real world element where the toy was displayed in selected animal-based stores as well as being introduced to MPs at a Parliamentary launch day, with a Suzy Puppy toy being sent to every single MP. At the Westminster event IFAW will be calling on the Government to introduce new laws that protect dogs and their puppies in the UK.
The short film is set up like a bright, flashy and energetic toy ad and depicts a young girl’s delight in getting her new Suzy Puppy. However, mirroring the grim reality of the puppy industry the ad takes a dark turn as she quickly discovers that her seemingly perfect pup is in fact suffering a great deal from problems such as conjunctivitis and parvovirus.