You’ve probably seen the Pablo the drug mule dog advert, created by Mother for the Home Office and drugs body, Frank. If not, click here because you’re in for a treat. 
It opens with Pablo, a canine drug mule, lying dead with his stomach slit open. This may sound graphic, and it is quite a shocking image, but the narration by Peep Show’s David Mitchell is inspired and instantly changes the mood.
David / Pablo then comes to life and meets people involved with drugs from the dealer to the clubber to find out more about cocaine. He’s on a mission to find out the truth about cocaine but can’t get much sense out of anyone he asks. Cue him making a call to Frank at the end of the ad.
It’s a well made advert and is maybe just bizarre enough to create a bit of word-of-mouth among their target audience, 16-25 year olds. The advert aired on Channel 4 on Thursday and thanks to some clever online marketing and social media seeding, it has had over 20,000 views on You Tube in just three days.
I have a sneaking suspicion cynics out there may feel this is just an attempt to jump on the bandwagon of ‘shocking’ viral videos and that it could be perceived as a little patronising to its age group. What do you think?
3 Comments
i think the advert is the funniest thing iv seen, myself never having took drugs dont find it shocking or off putting at all.
just a silly comedian trying to be funny “no i cant lend you money im a dog”.
having spoken to other people about the advert who also have he same views, people are always going to do drugs, drugs have always been around, its illigal but its a chioce if people are going to do it then they will find ways and unless this country can find a way of atcually stoppin the drugs getting here and being made then until then there are going to be users, something the governemnt needs to get used to.
WHERE CAN I GET A PICTURE OF PABLO ? PLEASE ANSWER ASAP
Hi Wilkesy,
There aree some screen grabs from the advert here, hope this helps.
http://www.advertolog.com/paedia/reels/2008/12/02/514556/
Thanks
Amy