Watch: Blue Cross taps into ‘pet love stories’ for first TV ad in a decade

National pet charity Blue Cross has launched its first national TV ad in nearly a decade, in order to raise awareness of its pet-centred services.

Launching today (20 March) and produced in collaboration with creative agency Campfire and production agency Squashed Robot, it will be broadcast across channels including ITV and Channel 4 throughout spring 2024.

Inspired by Blue Cross’s 125-year heritage, the campaign will include a brand ad as well as a direct response television ad. Both films will showcase how the charity can help pets through life’s ups and downs – from caring for a homeless pet to helping someone struggling to afford veterinary care for their pet.

“Our commitment to helping pets and people thrive together is unwavering, and in 2023, we helped over 30,000 pets through our veterinary, rehoming and behaviour services alone,” said Blue Cross group head of marketing and communications Wendy Hill.

“Thanks to our supporters we are in a position to help even more pets and people this year, but to do this, it is important that we raise awareness of the fantastic work that the charity does with both those that need our help and those who are in a position to help us,” she continued.

Set to a cover of Petula Clark’s ‘I Couldn’t Live Without Your Love’ song by Lydia Oliver, the film tells the heartwarming stories of several pets and their owners interacting with Blue Cross services.

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In addition to the TV campaign, Blue Cross will also be launching a digital campaign from March to October 2024, utilising both paid and organic content, and inviting audiences to share their own content under the theme ‘Our Pet Stories’.

“It’s been a pleasure collaborating with all parties on this exciting and integral campaign, and we’re delighted with the outcome. By using significant supporter insight, we were able to creatively bring Blue Cross’s core purpose to life, in an emotional and engaging way,” said Campfire Agency CEO Paul Handley.

Squashed Robot creative director Phil Beastall added: “As an animal lover myself, I am so proud to have helped create the unspoken bond and the love between an animal and its owner.”

“Video content is at its best when it evokes emotion and inspires action through storytelling. Through working closely with the teams at Blue Cross we have achieved just that,” he continued.

“We were able to take an already beautiful campaign concept and capture the incredible impact that these pet-owner bonds have and the vital role that Blue Cross plays in supporting families in times of need.”