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Itch goes gangster with a barking new spot.

Hoping to ruffle some feathers in the pet care market, wellbeing pet brand Itch has launched a bizarre campaign promoting its personalised monthly flea treatment. The ad features the LP-scratching "FleazyE" – a cat dressed like a middle-aged man having an identity crisis – and a breakdancing dog as they "raise the roof" in front of their understandably disturbed owners. The TV spot will be joined by London underground billboards and posters.