First he used the power of TV advertising to get adopted from a dog’s home; then he used it to prevent his best friend Rabbit from being thrown in the bin; now Harvey the dog is coming back in his final Thinkbox TV advertising campaign, and this time he is using TV advertising to announce that he is in love.
The new TV ad will premiere on broadcast TV on Boxing Day and will introduce viewers to the love of Harvey’s life. The ad is being created by The Red Brick Road and directed by Us, who have been responsible for ads for brands including The Sunday Times, Honda and TalkTalk, and recently won Best New Director at the British Arrows Craft Awards. The media planning is by MediaCom. Full creative details will be announced nearer launch.
Thinkbox’s TV campaigns are the most successful communications it has undertaken, building awareness of the organisation and the power of TV advertising and encouraging advertisers to get in contact to find out what TV can do for them.
This is the third TV advertising campaign Thinkbox has launched starring Harvey. The first Harvey ad, 2010’s ‘Dog’s Home’, was awarded by D&AD, the British Arrows, the APA, and was voted by the public as 2010's Ad of the Year for ITV1. The second, ‘Harvey & Rabbit’, launched in 2012 and appeared in Nielsen’s study of the Most Liked Ads of 2012 and Campaign’s Top 10 TV & Cinema Ads of 2012.
Andrew MacGillivray, Thinkbox’s Marketing Director: “Harvey has been a fantastic ambassador for Thinkbox, striking a chord with both the general public and the ad industry. We’ve witnessed the incredible effects of TV advertising first hand. Thinkbox will carry on advertising on TV but we always had in mind that we wanted to complete Harvey’s story at some point. Now feels like the right time and there’s no better way to leave him than in love.”
The new TV ad will be screened across a variety of broadcast and on-demand TV channels represented by Thinkbox’s shareholders and their partner channels. Thinkbox’s shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations, and UKTV.
- Simon Tunstill | Head of Communications, Thinkbox | [email protected] | 020 7630 2326