Guide Dogs has released its new advert for Christmas 2019, which uses animation for the first time.
It is only the second time the sight-loss charity has created a Christmas advert for its Sponsor a Puppy campaign.
In the advert, Henry the puppy wants to pull Santa’s sleigh, but Santa tells him that he should be a guide dog instead. Henry enthusiastically takes on the task.
The animation stops in the final 10 seconds of the one-minute advert to show real labrador puppies and images of the donation pack.
The advert was written and designed by the charity specialist agency Different Kettle and produced by the animation company Working Progress.
The advertisement invites people to donate to the charity in order to sponsor a guide dog from six weeks old to when they become fully qualified and find an owner.
The campaign was launched in 2001 and was originally called Sponsor a Litter.
The charity has had only one previous Sponsor a Puppy Christmas advert, which aired in 2017 and was called Boxing Day.
Guide Dogs declined to reveal the cost of the advert, but a spokeswoman said the charity believed it would get a maximum return from it.
"In 2018, 47 per cent of our overall new donors signed up to sponsor a puppy after seeing our TV adverts," she said.
Maria Novell, director of fundraising at Guide Dogs, said: "Animation is a brand-new direction for Guide Dogs, and Christmas is a time when TV advertising is eagerly anticipated by the public.
"Henry’s story stands out as a reminder that it’s also a time for charitable giving and helping others."
The advert was first broadcast this week and will continue to be shown across a variety of channels.