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O2 is promoting its January sale with a TV spot showing dogs racing to the shops. The ad, created by VCCP, is part of the mobile operator’s wider "be more dog" campaign, which aims to make people more enthusiastic. Shot in slow-motion, the film sees a Border terrier, a puli, a bulldog, a basset hound, an Afghan hound and a dachshund exiting the traps at a dog-race circuit and making their way to an O2 shop, to a soundtrack of Wagner’s Ride Of The Valkyries. The work was written by Steven Dodd, art directed by Josh Dando and directed by Emily Kai Bock through Somesuch & Co.