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Direct Line has released a series of idents as part of its sponsorship of the TV channel Animal Planet. The campaign, created by M&C Saatchi, promotes the company’s pet-insurance service. The idents show cats and dogs apparently dancing, accompanied by Disparate Youth by Santigold. M&C Saatchi has also created a website that allows people to post videos of their dancing pets. The most popular videos will appear in the next wave of idents and vouchers are given away every week as prizes. The work was written and art directed by Conrad Swanston and Alex Bingham, and directed by Alex Turner through Infinity.