Adorable Dog Upstages Alan Carr as ‘Ambassadog’ in MINI and Dogs Trust Partnership

To announce Alan Carr as the face of MINI’s ongoing partnership with the UK’s largest dog welfare charity, Dogs Trust, Media.Monks have created a new ‘Travel Happy’ campaign.

In a series of comedic sketches, Alan Carr plays a sup-paw-ting role to Alan – MINI’s new, fictional ambassadog, aka ‘The Real Star’. Throughout the film, we see Alan upstaged by his canine namesake; because when it comes to happy car travel MINI believes dogs play a lead role in the pack. Directed by award-winning comedic director Chris Faith, and written for screen by Giles Bowen (who's acclaimed for some of Alan’s best-known shows, including ‘Chatty Man’). Alan (the dog) schools Alan (Carr) on why MINI is consistently voted the number one car manufacturer for dogs and dog owners alike (surveys report nine out of 10 dogs travel happy in a MINI, in fact).

The pair demonstrate how dogs can have the best travel experience: through familiarisation with the vehicle. From arranging an initial introduction, to making sure dogs stay hydrated, and ensuring there is optimal space for a companion in the back. While sharing the limelight can be tricky, Alan Carr is a true professional and embraced his inner dog for the campaign.

Natasha Newman, general manager marketing and product, MINI UK said, “It’s wonderful for Alan to front our partnership with so much enthusiasm. Encouraging ‘Travel Happy’ behaviours is hugely important to dog welfare, and this campaign demonstrates again everything the team has done with Dogs Trust to make ourselves the UK’s first dog-friendly car brand.

Simon Poett, executive creative director at Media.Monks, adds, MINI’s make us all travel happy, humans and dogs! The power of this work derides from the inanimate emotion we feel for our cars and our animals and of course Alan's incredible ability to speak to all of us with empathy and bucket loads of fun!

Sarah Hitchen at Wasserman, who facilitated the partnership with Alan, said “ We are thrilled to announce Alan Carr as a new MINI Friend of The Brand and the new face of MINI’s campaign supporting their partnership with Dogs Trust. Alan loves dogs and he is passionate about MINI, so he is the perfect fit for the campaign and an exceptional addition to MINI’s Friends of The Brand Programme.”

The partnership first launched in August 2021, with the grand ambition to become the first official dog-friendly car brand by the end of 2022. It kicked off with a 360 campaign that included a cinema spot (voted in the top 2% of effectiveness by Kantar). Less than a year later, following a rigorous training programme developed by the Dogs Trust Canine Behaviour experts, MINI retailers across the country were given the golden paw of approval. And became the first Dogs Trust-approved, dog-friendly car retailers. This was announced with the second AV chapter ‘Who let the dogs in?’, featuring voiceover from Dawn French.

The brand has continued its mission to help dogs travel happier with its dedicated MINI Dogs Hub, and has recently been nominated for an APG Creative Strategy award (to be revealed in September). To learn more about MINI UK’s pooch-perfect partnership, visit the Dogs Hub here.

MINI’s latest chapter is now viewable online with its hero film, as well as several shorter cuts. Shorter films will also be aired on VOD platforms and social media.