"Muttbombing" to Advocate Pet Adoption

When I think of animal rescue advertisements, the first commercial that pops into my head is always the ASPCA one with Sarah McLachlan. You know, that one that plays "In the Arms of an Angel" and shows all of the heartbreaking clips of neglected animals? I'm not sure I know a single person who doesn't change the channel as soon as that comes on the screen. It seems to me that most animal rescue organizations rely on this method to capture audiences, and judging by their consistency, they must be effective. Otherwise, why keep taking the same approach?

Because I'm so accustomed to encountering the tearjerking, heart-rending commercials of the ASPCA and other similar organizations, it was quite refreshing to come across a pet adoption campaign that used humor to engage its audience. Dallas Pets Alive! is a pet rescue organization that has decided to use the social networking app Instagram to spread their message, and they're doing it through photobombing. The twist? The photobombers are dogs that are currently up for adoption.

By photoshopping the dogs into people's "selfies" and pairing them with witty captions, the organization hopes to show people a different side of the potential adoptees. They've even "muttbombed" a couple of celebrities, which are pictured below.

Do you think this is more effective than the traditional approach to pet adoption advertisements?