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O2 has put £7 million behind the latest iteration of its "be more dog" campaign. VCCP created a new TV spot for the campaign, revisiting the O2 cat since he turned his life around by acting more like a dog in the launch ad in July 2013. In the latest film, the cat, which is voiced by the actor Julian Barratt, has become a motivational speaker and is lecturing an audience on the joys of O2’s Priority offers and discounts. The England rugby players Mike Brown and Alex Goode make cameos as crowd members. The ad will run on TV and in cinemas, and will be backed by outdoor and online executions. It was written by Courtney Dow, art directed by Juliet McLaren and directed by Ulf Johansson through Smith and Jones.