Communications News: IFAW anti-hunt viral ad parodies chase scene

Actors dressed as hounds and foxes chasing through the streets of central London in a Starsky and Hutch-style action scene, is the subject of an online film by the International Fund for Animal Welfare calling for a ban on hunting with dogs.

The viral movie, which forms part of a wider campaign in national and regional newspaper adverts, ends comically, but then flashes to graphic real life images to remind viewers that "things don't end this way in the real world". It was created by ad agency Velocity and is titled 'For Fox Sake'.

After the film ends, supporters can click through to ask their MP to push for the Hunting Bill to be reintroduced so that it has a chance of becoming law before the next election.

The bill banning hunting of foxes, deer, hares and mink with dogs secured overwhelming support in the House of Commons last July, but was thrown out by the House of Lords.

Campaigner for the fund Josey Sharrad said: "We wanted to create something a bit off the wall that would appeal to people's sense of humour, and, at the same time, fire them up to action."

Phyllis Campbell-McRae, the organisation's director said: "This is no longer just an issue of animal cruelty but also a matter of trust between the Government and the British public.

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