# Canine-Mimicking PSAs This #RuffLife Animal Shelter Awareness Ad Features Danny Trejo By Ady Floyd | Published 2015-09-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/rufflife References: [adweek](http://www.adweek.com/adfreak/danny-trejo-prison-dog-zany-psa-friends-animals-167151) & [friendsofanimals.org](http://www.friendsofanimals.org/news/2014/july/breensmith-ad-campaign-foa-spaying-neutering-program) 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. ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 4% | Activity: 20% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Animal Shelter Awareness:** The trend of creating quirky PSAs featuring celebrities to raise awareness about animal shelter issues. - **Humorous Campaigns:** The trend of using humor in advertising campaigns to engage and educate audiences about social issues. - **Promoting Pet Spaying:** The trend of promoting pet spaying and neutering to reduce the number of sheltered animals. ### Sectors Adopting This - **Advertising & Marketing:** Opportunity for advertising agencies to create memorable and impactful PSAs that highlight important social causes. - **Animal Welfare:** Opportunity for organizations in the animal welfare industry to collaborate on campaigns that promote pet spaying and neutering. - **Entertainment:** Opportunity for celebrities and entertainment industry professionals to lend their voices and creativity to raise awareness for animal shelter issues. ## Related on Trend Hunter - [Adoption Support Candy Campaigns](https://www.trendhunter.com/trends/trolli-campaign.md) - [Adoptable Playlists Pet Ads](https://www.trendhunter.com/trends/adoptable-playlists.md) - [Rescue Pet-Supporting Campaigns](https://www.trendhunter.com/trends/cadbury-bunny-tryouts.md) - [Heart-Warming Pet Owner Campaigns](https://www.trendhunter.com/trends/cesar-love-like-crazy.md) - [Functionally Focused Dog Campaigns](https://www.trendhunter.com/trends/inflatable-dogs.md) - [High-Frequency Radio Ads](https://www.trendhunter.com/trends/morrisons-ad.md) - [Pet-Equality Campaigns](https://www.trendhunter.com/trends/pet-ownership.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Dog-Directed Commercials](https://www.trendhunter.com/trends/merry-chaos.md)