UK pet insurer Petplan is launching a 2m DRTV campaign, created by Bath agency Lighthouse. Entitled Misfits, the ads challenge the myth that owners grow to look like their pets. The ads also aim to bring a rational element to the traditionally emotive advertising genre. The advertising will air in peaktime slots on ITV and Channel 4. The campaign places a particular emphasis on cats, as Petplan has found people are looking for less demanding, more independent pets, which has made cats increasingly desirable. Interactive Telephone Services is handling the DRTV response and is also managing Petplan’s TV database.