By Eleanor Lim | Event Producer

August 2, 2021 | 2 min read

The UK’s largest dog welfare charity has launched a TV ad campaign to showcase the charity’s Canine Care Card, a free service promising to look after the recipient’s dogs when they pass away. It even records unique quirks – including underpants theft.

Enter Wilf, a dog who loves his owner’s bright yellow underpants so much that he’ll get up to all sorts of mischief to get his paws on them – from standing guard by the washing machine to making off with them after a wild swimming session.

The ad was made by independent creative agency Creature, appointed in March this year. It features the voice of Academy Award-nominated actor Sir Jonathan Pryce, known for his role as the high sparrow in Game of Thrones and most recently as Pope Benedict XVI in The Two Popes, as Wilf’s owner.

Nick Daniel, marketing director at Dogs Trust, said: “As a nation of dog lovers, we know the adorable little quirks that make our dogs unique. We wanted to bring this to life while tackling the difficult topic of thinking about what will happen to your dog after you’re gone.

“Creature really understood the brief and brought our vision to life with the invention of Wilf and his beloved yellow pants. The advert is a charming take on a sensitive subject, and we really hope it will encourage dog owners to think about signing up to a free Canine Care Card so that should the worst happen, Dogs Trust can take their dog in and make sure they are looked after – quirks and all.”

Steven Dodd, creative director at Creature, added: “Dogs Trust do some incredible work every day, and it was a joy to help tell the world another one of their amazing stories. Getting to do it with our first in-person shoot since lockdown 2020 – with a beautiful combination of dogs, wild swimming and bright yellow Y-fronts – was just a bonus.”

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Dogs Trust

Dogs Trust is an animal welfare charity and humane society in the United Kingdom which specialises in the well-being of dogs. The charity rehabilitates and finds new homes for dogs which have been abandoned or given up by their owners. 

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