Published: September 1, 2026
Reading time: 10 min
From a Great Idea to a Successful Animal-Led Commercial
In Part One, we explored why animals continue to appear in advertising and why audiences can respond so strongly to them. But knowing that animals can attract attention is only the beginning.
Putting a dog, cat, horse or bird into a commercial does not automatically make the campaign more effective. The animal needs a purpose, the production needs careful planning, and the creative idea needs to work whether an animal is involved or not.
There are also practical decisions to make. What type of animal is right for the campaign? Should you work with a real animal, use CGI or choose animation? How much additional planning is required? And how can you make sure the animal supports the brand rather than becoming the entire story?
For brands considering an animal-led commercial, these decisions can make the difference between a memorable campaign and an expensive distraction.
In Part Two of our Animals in Advertising series, we look at what goes into creating an effective commercial with animals, from the initial creative idea through to production.
When Does an Animal Actually Help an Advert?
The first question should not be “Which animal should we use?”
It should be “Why does this advert need an animal?”
That might sound obvious, but it is an important distinction. If removing the animal makes no difference to the idea, it may not have a strong enough reason to be there.
When It Supports the Story
The strongest animal-led commercials give the animal a genuine role.
It might help solve a problem, create a funny situation, demonstrate a product or become part of a larger story.
Think about the difference between a dog simply sitting next to a product and a dog actively interacting with the product. The second approach gives the animal a purpose within the commercial.
A good creative concept should still make sense when you explain it without mentioning the animal.
When It Matches the Brand Personality
The animal should also feel appropriate for the brand.
A playful consumer brand might suit a mischievous dog. A luxury campaign could take a very different approach with a horse or bird.
There is no universal formula. The choice depends on what the brand wants people to feel.
The important thing is that the animal feels like a natural part of the brand world rather than something added simply because animals tend to attract attention.
When It Adds Something You Cannot Get From a Human Actor
This is another useful test.
If a human actor could perform exactly the same role without changing the idea, ask yourself what the animal is actually contributing.
Animals can bring natural behaviour, physical comedy, unpredictability or a completely different visual perspective.
Those qualities can sometimes make a creative idea much stronger.
When It Has a Purpose Beyond Being Cute
“Cute” can get attention, but it is rarely enough to carry an entire commercial.
The best animal campaigns use that appeal alongside a clear message.
The animal might make the advert funny, help explain the product or create an emotional moment. Either way, there should be a reason viewers see it.
When Can an Animal Become a Distraction?
Animals can be incredibly effective, but they also create a potential problem for advertisers.
The audience might remember the animal and forget everything else.
When People Remember the Animal but Forget the Brand
This is probably the biggest creative risk.
If someone describes an advert as “the one with the cute puppy” but cannot remember the company, the animal has effectively become the main character without helping the brand.
The solution is not necessarily to make the animal less prominent.
Instead, the brand, message and animal need to feel connected throughout the story.
When the Animal Does Not Fit the Message
A random animal can make a commercial feel forced.
If the creative idea only works because an animal happens to be funny, viewers may enjoy the advert without understanding why the brand chose it.
The animal should reinforce the message rather than compete with it.
When the Creative Idea Becomes Too Complicated
Adding an animal can introduce another layer of production.
If the commercial already involves multiple locations, actors, products and complex action, introducing an animal may make the shoot considerably more difficult.
Sometimes the smartest creative decision is knowing when not to use one.
Which Businesses Can Use Animals in Advertising?
One of the biggest misconceptions is that animal-led advertising is mainly for pet brands.
In reality, almost any business could potentially use an animal if the creative idea supports it.
Household and Consumer Brands
Everyday products can benefit from animals because they can make familiar situations more entertaining.
Smol is a useful example because its advertising uses animals to add character to a household brand rather than selling a pet-related product.
Food and Drink Brands
Animals can introduce humour, appetite appeal, personality or a sense of fun.
They can also help transform a relatively simple product message into a more memorable story.
Automotive and Travel Brands
Animals can work particularly well when the campaign focuses on freedom, movement, adventure or the outdoors.
A vehicle travelling through a landscape can already create a strong visual. Adding an animal can give that journey an additional narrative element.
Insurance and Financial Services
Financial advertising can sometimes feel serious or predictable.
An animal can help make the tone more approachable, particularly when the brand wants to communicate warmth, trust or humour.
Retail and E-Commerce Brands
For consumer brands competing for attention, an animal can help create a distinctive character or recurring campaign idea.
The key is making sure the animal connects with the shopping experience rather than becoming an unrelated gimmick.
Charities and Purpose-Led Campaigns
Animals can also play an important role in campaigns built around emotion and empathy.
However, this requires particular care. The creative treatment needs to respect the animals involved and avoid creating distress simply to generate an emotional response.
Real Animal, CGI or Animation?
Once the creative idea has been established, there is another major decision:
Does the animal actually need to be real?
Technology now gives brands far more options than simply hiring an animal and putting it in front of a camera.
The Benefits of Using a Real Animal
Real animals bring something that is difficult to replicate: genuine behaviour.
Their reactions, movements and expressions can create moments that feel natural rather than manufactured.
A real animal can also give a commercial a sense of authenticity, particularly when the animal’s behaviour is central to the story.
However, real animals also require patience and flexibility.
When CGI Makes More Sense
CGI (Computer-Generated Imagery) can be a better choice when the creative concept involves something that would be difficult, unsafe or impossible to film with a real animal.
It also gives the production team greater control over movement, environment and performance.
If the concept requires an animal to perform an unrealistic action, CGI may provide a safer and more practical solution.
When Animation Gives You More Freedom
Animation opens up even more creative possibilities.
A brand can create an entirely original character, control every aspect of its personality and potentially use that character across multiple campaigns.
It can also be particularly effective when the commercial needs to appeal to a specific visual style or audience.
The right option depends on the idea rather than simply the available technology.
What Does Filming With Animals Actually Involve?
This is where the reality behind an animal commercial becomes very different from what viewers see on screen.
A few seconds of footage can require considerable preparation.
Working With Experienced Animal Handlers
Professional animal handlers can help prepare the animal, manage its behaviour and make sure filming is conducted responsibly.
They also understand when an animal is comfortable, tired or no longer responding well to direction.
That expertise is valuable because animals are not actors who can simply be told to repeat a scene.
Allowing More Time for Production
A human actor might perform the same action repeatedly on cue.
An animal might do it perfectly once, refuse the second time and then become interested in something completely different.
That unpredictability needs to be built into the schedule.
Production teams need enough time to capture the required shots without putting unnecessary pressure on the animal.
Choosing the Right Location
Location can make a significant difference.
A noisy studio, busy street or unfamiliar environment may not be suitable for every animal.
The production team needs to consider the animal’s comfort alongside lighting, sound, camera movement and the requirements of the commercial.
Having a Flexible Plan
With animal filming, flexibility is essential.
The planned shot may not work exactly as expected, but the animal may naturally do something even better.
Good production planning creates structure without trying to control every second.
Animal Welfare Should Always Come First
Using animals for entertainment comes with responsibility.
The ASA states that advertisers must ensure animals are not treated in a way that causes unnecessary suffering or distress, while its guidance also covers issues such as dangerous situations and depictions that could encourage harmful behaviour.
That means welfare should not be treated as an afterthought once the creative concept has been approved.
It should be considered from the beginning.
This includes choosing appropriate animals, using suitable handlers, planning the filming environment carefully and allowing animals sufficient breaks.
A good production should never depend on making an animal uncomfortable to get the perfect shot.
How Do You Choose the Right Animal for Your Brand?
There is no checklist saying that one type of business needs a dog while another needs a cat.
Instead, start with the message.
Ask:
What do we want people to feel?
What should they remember?
What role could an animal realistically play in that story?
Would the idea still work without the animal?
Does the animal add something that another creative approach could not?
These questions can quickly reveal whether an animal is genuinely useful or simply an attractive addition.
The best choice might be a dog.
It might be a cat, horse, bird or something completely unexpected.
And sometimes, the best choice might be no animal at all.
Is It Worth Using an Animal in Your Next TV Commercial?
There is no simple yes or no answer.
Animals can give a commercial personality, humour and visual interest. They can help create a memorable character and give audiences something to talk about.
But they also introduce additional creative and production considerations.
The real question is not “Will an animal make our advert better?”
It is:
“Will this animal make our particular story better?”
If the answer is yes, it could become one of the strongest elements of the campaign.
If it is only there because animals are popular, the idea may need more work.
Ultimately, successful animal advertising starts with the same thing as every successful commercial: a strong creative idea.
Ready to Create a TV Advert People Remember?
An animal can be the star of a commercial, but it should never have to carry the entire idea.
At Impress Video, we help brands develop creative concepts and turn them into professionally produced TV adverts, from the initial idea through to filming and post-production.
Whether your campaign calls for a four-legged actor, a completely animated character or an idea that nobody has seen before, the focus should always be on creating something that people remember for the right reasons.
Have an idea for your next TV advert? Let’s bring it to life.
Talk to Impress Video about your TV advert.
This article is Part Two of our Animals in Advertising series.
Missed Part One? Discover why dogs, cats, birds and other animals continue to appear in commercials and whether they really make advertising more memorable.
Read Part One: Animals in TV Commercials: Why Do We Remember Them?