RSPCA - How Much Is That Doggy In The Window (1987)

HOW much is that doggie in the window? The RSPCA says too much.

It has probably come off a puppy factory production line and could be prone to a range of costly health and behavioural problems.

About 95 per cent of all puppies sold in pet shops have been bred in puppy factories or farms - large-scale, intensive dog-breeding facilities - and almost half all pet dogs in Australia started their lives in such conditions, the RSPCA claims.

RSPCA Shoot a Dog is a 1987 video from the UK's largest animal welfare charity, the RSPCA. The Royal Society for the Prevention of Cruelty To Animals is one of the largest and oldest animal welfare charities in the United Kingdom and perhaps the world (it was founded in 1824). One of their most memorable Public Information Films is this one from 1987. 

In this short video, an adorable dog sits there while an eerie version of "How Much Is That Doggy in the Window?" plays in the background. A narrator says "please give us a pound, or we'll have to pull the trigger."

This video was likely influenced by this National Lampoon cover which says "If you don't buy this magazine, we'll kill this dog."

I think it's safe to say that neither the video or magazine cover would get greenlighted today. 

From YouTube:

Scary 1987 cinema PIF from the RSPCA, rated 18, where they go the whole hog and emotionally blackmail their supporters by putting a gun to a dog's head and threatening to pull the trigger, while a disturbing instrumental version of "How Much Is That Doggy in the Window?" plays in the background. It's strange to think that the RSPCA actually went this far. I mean, just look at that dog. It must be a good actor, because it looks like it's about to cry. The only way to make this worse would be to cut to the end text just as the sound of a gunshot is heard. My heart would be in my mouth.

Television version:

Brand: RSPCA

Agency: Saatchi & Saatchi Compton

Product Category: Charities & Lobby /Interest Groups

Advertiser / Client: RSPCA

Awards Date: 1987

Awards Category: 21

Director: Bill Long

Production Company: Perkins & Partners

Art Director: Fergus Fleming

Copywriter: Simon Dicketts

Account Director: Trevor Kirkpatrick

Agency TV Producer: Martha Greene

Client Supervisor: Mike Smithson

Cameraman: Peter Jeffries

Lighting: Peter Jeffries

Post House: Rushes