Friday, November 19, 2010

'Shouldn't you be at the Churchill audition?': Andrex allows British Bulldogs and Dalmatians to try out for next advert


Leading role: A Bulldog puppy waits to be auditioned for the new Andrex toilet roll commercial at Pineapple Studios

He is the iconic puppy who has appeared in 120 adverts - and unravelled a lot of toilet paper.

But there is competition on the horizon for the scampering Labrador Retriever.
For the first time since the nation’s favourite puppy hit our screens 1972, other dog breeds have been invited to audition for the advert.

Yesterday, the familiar yellow Labs sat alongside British Bulldogs and Dalmatians for the casting call at Pineapple Dance Studios in London’s Covent Garden.

Details of the new advert, due to be screened in December, remain shrouded in secrecy. But last night sources assured the Mail the traditional Lab would not be relegated to the dog house.

An insider said: ‘He is the Andrex puppy and always will be, but this will add a new twist to the adverts and what better dogs to join him than Dalmatians and British Bulldogs?’

Mixed breeds: The Labrador puppies line up with Dalmatians and British Bulldogs in the casting queue

A spokeswoman said: ‘We’re doing things a little differently this time round, so we invited not only Andrex puppies but also Dalmatians and British Bulldog puppies to the casting.

‘Over 16 puppies queued round the block for the casting. We’ve had a great response and the standard of puppies was very high. All we can say is watch this space – it’s going to be very exciting.’

They did not rule out a Christmas theme to the adverts.

Iconic: Labrador puppies have been a regular feature in Andrex adverts since the 1970s

Hundreds of Labrador Retrievers have appeared in the Andrex adverts since the 1970s, with several puppies from the same litter used for each advert to prevent them becoming too tired.

The original concept for the adverts included a little girl running through her house trailing a roll or Andrex behind her.

However, this was blocked by television regulators who believed it would encourage children to be wasteful.

Instead the child was replaced by a playful Labrador puppy.

Mingling: A Labrador puppy checks out the new competition

This traditional plot has been remade several times over the last 38 years and has become one of the best-known commercials in the country.

In a recent poll, the Andrex puppy topped a list of the nation’s favourite advertising mascots.

The survey by trade journal Marketing saw the Andrex puppy fend off competition from Aleksandr Orlov, the meerkat for website

The brand has been Britain’s top-selling toilet tissue for 40 years and one in ten households own an Andrex puppy toy.

New dogs: Andrex have considered introducing new breeds in their next advert, to be screened in December

Dogged determination: Andrex bosses have assured fans of their old adverts that they won't be completely replacing the beloved Labrador

Last week, the Kennel Club said the fashion for ‘celebrity dogs’ was driving some of Britain’s oldest and most endearing breeds towards extinction.

A report suggested owners were turning their backs on traditional dogs, including the Norwich Terrier, Manchester Terrier, Irish Water Spaniel and Otterhound.

Instead, they favoured breeds made popular by TV shows, adverts and celebrity magazines, such as the Labradors in the Andrex adverts or the pug belonging to Paris Hilton.

source: dailymail

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