Animal welfare charity Blue Cross has premiered a new advertising campaign devised by M&C Saatchi.
Starring Baxter, a Lurcher, the seventy second piece sees four-legged hero shake the chain of his uncaring owners before pounding the city streets whilst singing the lyrics to Gloria Gaynor’s seventies hit ‘I Will Survive’.
From there Baxter makes friends with a rabbit and pack of fellow strays before finding a new loving owner.
Commenting on the piece Baxter said: “That lot at Blue Cross are a really decent bunch. They took me in when I was on a bit of a sticky wicket, looked after me, and found me a fantastic family.
“My new owners are amazing – they love me and we have a right laugh. But the ending isn't as happy for all pets as it was for me. There are so many lonely pets who need your help.”
The campaign will straddle print, TV and web.