LAST CALL: Look-alike contest has gone to dogs

Some companies seem almost proud that the once-novel idea of stunting for publicity has gone to the dogs. Literally.

In a blatant catcall for media attention, Universal Studios is holding a celebrity look-alike contest. The catch? It's not you who should look like Gwyneth Paltrow or Matt Damon.

The purpose of the contest is to promote an Animal Planet Live attraction scheduled to open next month at Universal Studios theme parks in Orlando, FL, and Hollywood, CA.

Therefore, the superstar doppelgangers have to be animals.

So far, the animal act seems to be a howling success - media, including Reuters wire service, have pounced on the story. And a Universal Studios spokesman fairly purred the details into the media's ear, saying early entrants include a terrier Tom Hanks and a greyhound Calista Flockhart.

Is the contest only for pets of the Fluffy and Rover variety, or may we at PRWeek enter our moose, whom we reckon bears an eerie resemblance to Sandra Bullock?

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