New Zealand's SPCA, Draftfcb and MINI put dogs in the driving seat in unconventional adoption appeal

The New Zealand arm of the Society for Prevention of Cruelty to Animals (SPCA) has worked with Draftfcb and its client MINI New Zealand for an unusual campaign to help promote dog adoptions.

Three shelter dogs, Monty, Ginny and Porter, are being taught how to drive, yes that’s right drive.

The dogs are being taught how to successfully brake, shift gears, turn the steering wheel and accelerate up to speeds of 10km in a specially modified MINI Countryman Cooper S.

“Driving a car actively demonstrates to potential rescue dog adopters that you can teach an old dog new tricks. The dogs have achieved amazing things in eight short weeks of training, which really shows with the right environment just how much potential all dogs from the SPCA have as family pets,” says Christine Kalin, SPCA Auckland CEO.

The dogs have been taking driving lesson in a training station, and will soon graduate to driving their own MINI.

On Monday 10 December Porter, a 10 month old Beardie Cross from SPCA Auckland, will be the first to make the ambitious attempt to drive a car, live on New Zealand television. A trainer will, however, be close by ready to trigger an automatic “off” button should the situation warrant it.

Commenting on the training, Mark Vette said, “You wouldn’t believe any dog could learn to drive a car on its own and the way all three SPCA rescue dogs have taken to training really does prove that intelligent creatures adapt to the situation they’re in. It really is remarkable.”

The campaign will run across New Zealand featuring on major TV and radio networks, magazines, newspapers, websites, and billboards in major cities, as well as social media support.

“Ultimately the aim is that an SPCA rescue dog will become top of mind and top choice for people thinking of adopting a pet,” says Kalin.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian