For Immediate Release
Sept. 24, 2015
Contact: Priscilla Feral, president, Friends of Animals
203.656.1522, ext. 105;

FoA’s spay/neuter video stars Danny Trejo as locked-up dog living the #RuffLife

The perils of pet homelessness that can be nullified by spaying and neutering are illustrated in Friends of Animals’ new two-minute video featuring actor Danny Trejo—best known for his tough-guy roles in hits like “Machete” and “Breaking Bad”—as a street dog that winds up behind bars.  From dumpster diving with his cat buddy to showing us the ropes of dog gang life, his story underscores the unfortunate plight of homeless cats and dogs in America.

In addition to Trejo, whose funny side can be seen in the latest Snicker’s commercial where he plays a hungry Marcia Brady—the video stars Jaleel White, best known as Steve Urkel on “Family Matters,” and actress/Victoria Secret model Cynthia Kirchner.  Created by Atlanta-based breensmith and shot on location at Los Angeles-based North Central Animal Shelter, #RuffLife is an evolution of the agency’s past work for Friends of Animals. In a campaign that debuted last year, homeless dogs and cats were shown in human scenarios to shed a different light on the problem. The controversial creative work included cat hookers and homeless dogs huddled around a trashcan fire.

“We pride ourselves on finding ways to help brands stick out. Our work for Friends of Animals has always been rooted in striking a chord with the truth, and sharing their story in an honest way versus the softer approach you often see with PSAs,” said Chris Breen, creative director for breensmith.  “We want to humanize the issue, and couldn’t have asked for a better cast than Danny, Jaleel and Cynthia.  Not only are they all talented, they’re also huge animal advocates willing to support our cause both through their talents on camera and their ability to spread the word through social media.  This is a cause people are very passionate about. We’re hoping to spark the fire a little and have this serve as a wake-up call.”

For more than five decades, Friends of Animals has assumed a leadership role in advocating low-cost spaying and neutering as the most cost effective means of preventing the births of dogs and cats, and their subsequent abandonment, suffering and mass killing. We operate the only nationwide breeding control program in the United States facilitating more than 2.6 million spay/neuter procedures.

To watch the video online, view it below or visit