This #RuffLife Animal Shelter Awareness Ad Features Danny Trejo

 - Sep 29, 2015
References: & adweek
This quirky PSA features Danny Trejo mimicking a dog in prison in order to promote the #RuffLife campaign that encourages spaying and neutering. The 90-second PSA from Friends of Animals aims to raise awareness of pet spaying in a highly humorous manner.

Atlanta-based agency 'breensmith' brings awareness to sheltered animals by using Danny Trejo dressed as a floppy-eared pooch who has been sentenced to jail -- or in this case the dog pound.

The ad shows Danny in his cell discussing what life is like in the shelter. The entire ad projects the idea of a jailhouse. At the end of the PSA, a few lines flash across the screen to tell the audience that over three million dogs and cats pass away in shelters in just one year. Additionally, the #RufffLife ad hopes to encourage pet owners to have their animals spayed and neutered in order to reduce the amount of sheltered animals.