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The Samaritans is venturing into new territory with the launch of

humorous ads to raise funds this Christmas. The series of spots, by

Ogilvy & Mather, promotes the organisation's first national appeal for

funds with the theme: 'We're better at listening than raising money'.

One ad depicts a series of normal people modelling nude, parodying the

infamous Women's Institute calendar. Another shows charity collectors

knocking on a door and abandoning their mission after it is opened by a

man with two huge dogs. The ads, with media planned and bought by

MindShare, aim to convey the human side of the listening charity and

will be supported by press and online advertising to support the

charity's web site, www.samaritans.org, which launches this week.