As part of the new £1million anti drugs advertising campaign featuring fatally wounded drugs mule dog Pablo, Bristol based agency Rubber Republic has helped create the distrubution campaign with online content to complement the TV advertising.

The agency created a two stage strategy which began with an online teaser ad ahead of the full campaign followed by the online viral.

Adam Abu-Nab, engagement planner at Rubber Republic, said:“The Frank campaign allowed us to energize cherry-picked bloggers around exclusive content, generating valuable buzz in the target communities before the TV spot ran.”

The ad currently running was created by Mother.