Jonathan Goldsmith, best known as the "Most Interesting Man in the World" actor seen in Dos Equis beer commercials, is lending his star power to a campaign to find a cure for canine cancer.
An avid dog lover, Goldsmith is joining forces with The Orvis Company, a Vermont-based fly fishing and outdoor apparel business that also publishes a dog catalog. Orvis is fundraising to benefit the Morris Animal Foundation, a Denver organization committed to veterinary research for animals, horses, and wildlife.
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Goldsmith, who himself has lost a pet to cancer, appears in a commercial to promote the effort along with his Anatolian shepherd Willy.
"I’ve been a dog lover all of my life," Goldsmith says in the ad. "I do everything I can to help in any way."
The campaign asks people to enter photos of their pets to the "Orvis Cover Dog Contest for Morris Animal Foundation" and, for every photo submitted, fans donate $1 to the fund. The winning photo will appear on the cover of an upcoming issue of the Orvis catalogue.
The money raised will go toward canine cancer drug research and testing at a time when one in four dogs over the age of 2 succumbs to the illness, according to CBS MoneyWatch.
Spending on pet health care is also on the rise. In 2012, Americans spent a massive $53 billion on their animals (that includes vet care and food), according to The Associated Press.
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