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article imageReal puppy replaced with digital version

By Lynn Curwin     Dec 2, 2010 in Odd News
The adorable Labrador retriever puppies usually seen on Andrex adverts have been replaced by computer generated images in a new commercial.
Kimberly Clark, makers of Andrex toilet tissue, announced on December 2 that digital images would replace real puppies in a new £15 million advertising campaign called “It’s the Little Things.”
A 40-second commercial aired that evening had no real puppies, but included computer generated images of Labrador retrievers, British bulldogs and Dalmatians doing things such as using a laptop, decorating a cake and getting a roll of toilet paper off of a shelf.
Real puppies, playing and looking naturally cute, have been used in 120 ads since 1972 and were very popular.
Jon White, marketing director for Kimberly Clark Europe, said that using computer generated images was not a cost-cutting exercise, but that the company was “refreshing” the brand.
“We really believe we’ve given him a new lease of life and have evolved his character,” he told The Telegraph.
“Brands have to refresh themselves in order to stay relevant to today’s consumers and this is exactly what we’re doing. We are refreshing, not reinventing. The puppy is still at the centre of our communications.”
He said the puppy would still appear on packaging.
The original concept for the ads included a young girl trailing a roll of Andrex behind her as she runs through a house, but television regulators believed this would encourage wastefulness so the child was replaced with a pup.
Hundreds of Labrador retrievers have appeared in the commercials over the years, and several puppies from the same litter were often used so that one animal did not become too tired.
The new ads were created by advertising agency JWT, the firm which came up with the idea for the original mascot.
A recent poll found the Andrex puppy at the top of a list of the nation’s favourite advertising mascots, and the majority of the comments under a YouTube video of the new commercial are from those expressing unhappiness over the animals being replaced by digital images
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