Animal Charity Evaluators is a unique organization working hard to promote smart choices in charitable giving. When they told us they were in need of a PSA that matches their important mission, we were excited to come up with a concept that would cut through the clutter. We needed something humorous, yet insightful.

At a Washington, D.C. studio, we gathered a group of filmed talented actors – human and animal alike – to help guide people who care deeply about animals towards charitable donations that will make a real difference for millions of suffering animals.

The result was this clever and effective spot.