Every dog has its day, so the saying goes. And for Lucky, the canine star of MoreTh>n's advertising campaign, that day is officially over.

It is with sadness that Backchat announces the end of Lucky's reign.

The death of the original star of the television campaign led to much talk of a dog-idol competition to look for his replacement.

But, it was not to be as MoreTh>n has opted to pay out millions on a new advertising campaign - one which does not feature Lucky.

Could it be the end of animals in the insurance advertising industry?

Well, there's always that mouse.