The latest Thinkbox ad, its third since 2009, will focus on the “emotional power” television can bring to brands.
The spot will tell a story about Harvey living with his adopted family that picked him from the dogs home in 2010. The ad is being created by The Red Brick Road.
Andrew MacGillivray, Thinkbox’s marketing director, says: “TV advertising has worked brilliantly for us, so it was not a difficult decision to carry on using it. And Harvey really struck a chord with people last time, so it’s great to be bringing him back to help us remind advertisers what TV does for them.”
Individuals in the UK watched an average of four hours of television each day in 2011, the same amount as 2010, according to BARB figures.
Research from media and marketing data firm Ebiquity commissioned by Thinkbox in October last year found that TV advertising earns an average £1.70 for every £1 spent, compared to the next most effective medium radio, which returned £1.48.
Thinkbox’s shareholders are Channel 4, ITV, UKTV, Sky Media and Turner Media Innovations.