Poor old cuddly Rolf Harris. His series Animal Hospital has been snubbed by Direct Line in favour of George Clooney's ER.

The UK's biggest direct writer is making a huge push into the pet insurance market with a series of TV adverts, but has chosen to model them on the fast-paced American hospital drama. The opening scene shows a patient on a trolley being rushed into the operating theatre whilst a nurse hurriedly updates the doctor on the patient's status.

Outside, a father and son anxiously await the news. Only then is it revealed that the patient is the family dog.

The adverts target a relatively untapped market. Only 1.5m of the UK's 15m cats and dogs are covered, despite the fact five million cats and dogs get ill or injured each year.