Andrex puppy loses job to digitised dog

One of the Britain’s best loved television animals, the Andrex puppy, has been replaced with a digital version after almost four decades. The playful Labrador retriever, which has been a fixture on screens since 1972, has received a “21st century makeover” in a new multi-million pound advertising campaign. Kimberly Clark, the global lavatory tissue company behind the mascot, announced on Wednesday that instead of using a real-life puppy, the adverts’ central character will be a computer-generated image (CGI).



The company denied introducing CGI to the new £15 million digital campaign, titled “It’s the Little Things”, was a cost-cutting move, insisting it was instead “refreshing” the brand. But they confirmed no living puppies star in a new 40 second advertisement, which was first aired on Wednesday night. Instead, the animal has been digitally recreated using the movements, mannerisms and “personalities” of thousands of puppies studied by animators over the past six months.

The adverts, which have been shrouded in secrecy for months, were created by advertising agency, JWT, the firm who devised original mascot. Jon White, marketing director for Kimberly Clark Europe, said that while the puppy had a “huge and loyal following”, the company was “refreshing” the brand. Mr White denied introducing CGI was a cost-cutting exercise. He said the puppy would still appear on tissue packaging. “We really believe we’ve given him a new lease of life and have evolved his character,” he said.



“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.” Since appearing on screens for the first time in 1972, there have been more than 120 adverts featuring the puppy. Hundreds of Labrador Retrievers have appeared in the commercials, with several puppies from the same litter used for each advert to prevent them becoming too tired.