Ignoring this trend is Andrex, who have just launched their new advertising campaign at a cost of 15 million. Gone is the fluffy little puppy, replaced with a humanized CGI version. Andrex have already received negative criticism for replacing the puppy, which had been featured in their advertising since 1972. Commentators suggested that the personality and charm of the puppy have been lost in the move to CGI. But more importantly the original puppy was well loved, so much so that he had his own twitter account and a video of outtakes from the adverts uploaded to YouTube had 73,000 views. So will Andrex prove the exception to the rule? Or will it only be a matter of time before they too announce a return to their original and well-loved brand ambassador? Only time will tell.