Direct Line Pet Insurance launches pet dance off website 'Pet Step'

19th June 2013

  • Winning pets will star in TV ads on the Animal Planet Channel
  • 86 per cent of dog owners think their dog has got talent
  • One in five dog owners think their canine friends can dance

Britain’s Got Talent may have finished for another year, but pet insurer Direct Line wants to find out if the dog’s got talent? Or perhaps the cat can do the can-can? According to research from Direct Line Pet Insurance*, 86 per cent of dog owners think their dog has got talent. In fact, one in five dog owners think their canine friends can dance.

Edd Barclay (pronounced Bark-lee), Direct Line pet product manager, comments: “We are looking for the nation’s disco dogs and tap dancing tabby cats to feature in our TV adverts on the Animal Planet Channel. We have been helping people protect their pets by insuring dogs and cats for over 15 years, and now is the chance for the pets to take the spotlight - whatever their moggy or mutt moves are.”

The research commissioned by Direct Line and K9 Media revealed that 15 per cent of dog owners think their pooch can sing and 69 per cent of respondents admitted they thought their pet was more talented than most humans.

When asked about their dogs’ music tastes, the most common answers were:

  • Beyonce
  • Bob Dylan
  • Cheryl Cole
  • TV adverts
  • TV theme tunes

Direct Line is keen to hear from:

  • Cata Hari
  • Darcy Jack Russell
  • Fred Astayrdale Terrier
  • Ginger 'Tom' Rogers
  • Louis Spaniel Spence
  • MC Hammer-ster
  • Moggie Fontaine

Pet insurance expert, Edd Barclay continues: “Budding pet idols will have a dance off to the music from the Direct Line adverts and the 15 pets with the most votes will star in Direct Line’s next wave of TV adverts on Animal Planet channel in October.

“The video with the most overall votes will win a family holiday for four to Hollywood. The more votes received the more prizes on offer. The public don’t have to own a pet to get involved. Everyone can still vote for their favourite dancing dog or cat and win great prizes.”

To find out more about Pet Step, upload a pet video, or vote, just go to

Notes to editors

*Research conducted by specialist pet research firm petbuzz/K9 Media Ltd, on behalf of Direct Line Pet Insurance of speaking with 1,014 recipients.

For further information please contact:

Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides car, home, travel and pet insurance cover direct to customers by phone or on-line.

Direct Line general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Direct Line and UK Insurance limited are both part of Direct Line Insurance Group plc. Customers can find out more about Direct Line products or get a quote by calling 0345 246 3761 or visiting

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