Guide Dogs wanted a new 60 second DRTV ad, showing how their Sponsor a Puppy product brings joy. But they wanted something a bit different. Rather than fall back on the blueprint of their previous adverts, where the relationship between someone with sight loss and their guide dog takes centre stage, Guide Dogs wanted the product itself to be showcased. They asked for fresh creative that would stand out from the competition. Authenticity was also key.

My team and I created a contemporary ad where real sponsors spoke enthusiastically and passionately about their experience of sponsoring a puppy – Comet. And it’s obvious how smitten they all are! Seated on a sofa and talking directly to camera, the unscripted sponsors give our ad the modern feel the charity was looking for. In between hearing from our smiley sponsors, we hear from James who describes how Comet – now his fully qualified guide dog – has changed his life.

Airing alongside digital ads, which feature cut-downs of the footage, this ad is sure to bring lots of joy and plenty of sign ups.