The Andrex puppy – one of the most enduring brand ambassadors in UK advertising – has been given a digital makeover.

The lovable Labrador has been replaced by a computer-generated version after almost 40 years plugging the loo roll brand.

The CGI puppy makes its debut in a new advert that airs tonight during ITV’s I’m A Celebrity Get Me Out of Here.

Andrex, made by the US manufacturer Kimberly-Clark, said the CGI creation was six months in the making. However, just two weeks ago it staged ‘auditions’ for dog owners hoping to bag a starring role for their own pets.

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Focus On Household (6 February 2010)