Assistance Dogs Australia produced a television commercial in 2004 featuring a man in a wheelchair helped to his telephone by a labrador dog.
The ad begins with a man in his wheelchair struggling to pick up a phone. He inadvertently knocks the phone off a side table and onto the floor. He leans over and attempts to pick it up. Finally his dog comes to the rescue, quickly picking up the phone and handing it to him. The super: “If you want to help, pick up the phone. Call 1800 688 364 and sponsor an assistance dog.” Click on the image below to play the video in YouTube (HD)
The Assistance Dogs campaign was developed at Leo Burnett Sydney, by creative directors Glen Ryan and Nick Souter, creatives David Smith, Tim Bishop and John Kane, agency producer Brenden Johnson, account supervisor Judy Kiernan, working with Assistance Dogs marketing manager Richard Lord.
Editor was Dave Duncan. Sound and music were produced at Song Zu.
The Pick Up The Phone ad was awarded a trophy for public service at the Asia Pacific Advertising Festival (Adfest) in 2005.