The 90-second TV spots, which were created by Ridley Scott Associates' Adam Rolfe and Sid Gordon, uses the strapline "I'm an animal get me out of here", and are the first stage of an integrated campaign devised by Bright to raise awareness and funds for abused and abandoned animals.
Viewers of the ads, which will broadcast in the Granada, HTV Wales and South West ITV regions from July 16, are asked to text "animal" or call RSPCA to donate money to the campaign. The ads, as well as replicating the format of reality TV programmes, will feature voiceovers from 'X Factor''s Simon Cowell and Radio One presenter Fearne Cotton.
The DRTV spots are being supported by online and mailing activity, and via a , which will aim to generate further awareness of animal cruelty in the UK.
Bright said the idea behind the ads, which feature a kitten being abandoned in an alleyway, is to "echo the bizarre social phenomenon" of people "texting or voting for glorified pub singers and cabaret acts", by encouraging them to "make a response that will actually mean something".
The campaign, which feature music and graphics by Jump and Amber, is the second major TV push by the RSPCA in the last 12 months, following its Nick Ross-fronted telethon-inspired appeal.
Louise Richmond, donor recruitment marketing manager at the RSPCA, said: "We're confident that this concept will really shake up the public and help us raise more funds to help needy animals."
The RSPCA said that in 2006, 122,454 complaints of alleged animal cruelty were made in the UK, resulting in court costs of more than £5m for the charity.