The dog in the new Flash advert is a puppy named Flash, who takes the starring role in Guide Dogs' 90th-anniversary campaign. The advert was created to mark nine decades of the charity, with the puppy giving the campaign its name and its emotional centre.
Actress Joanna Page voices Flash in a separate audio version of the advert, made specifically for people with sight loss. As Guide Dogs confirmed, Flash is voiced by actress Joanna Page in a separate audio version of the advert created specifically for people with sight loss. That detail matters because it reflects what the campaign is actually about, bringing the story of a guide dog to audiences who may never see the visual version.
The 90th-anniversary push marks a significant milestone for the charity, which has been training guide dogs and supporting blind and partially sighted people in the UK since the 1930s. Putting a puppy named Flash at the centre gives the campaign an immediate emotional pull. The decision to produce an accessible audio version alongside the main advert shows the charity applying that same thinking to its own communications, which is not something every organisation manages.
Joanna Page is best known to UK audiences as Stacey in Gavin and Stacey, so her voice brings warmth and familiarity to the character. The audio advert is a relatively rare example of a charity producing an accessible version of its own campaign from the outset, rather than as an afterthought.
If you spotted the puppy and wanted to know more, the campaign was covered in connection with the Guide Dogs 90th-anniversary push. The charity's website has further information about the anniversary and how to support their work.
## Quotations > Flash is voiced by actress Joanna Page in a separate audio version of the advert created specifically for people with sight loss. > — Guide Dogs (charity statement, The Drum) (https://www.thedrum.com/news/cute-puppy-flash-takes-starring-role-guide-dogs-90th-anniversary-push) ## Frequently asked questions ### what dog is in the Guide Dogs advert 2026 A puppy named Flash is the star of Guide Dogs' 90th-anniversary advertising campaign in 2026. Flash takes the central role in the advert, which marks nine decades of the charity's work training guide dogs and supporting blind and partially sighted people in the UK. ### who voices Flash in the Guide Dogs advert Actress Joanna Page voices Flash in a separate audio version of the advert created specifically for people with sight loss. Page is best known to UK audiences for playing Stacey in Gavin and Stacey, and her voice brings warmth and familiarity to the character. ### is there an audio version of the Guide Dogs Flash advert Yes, Guide Dogs created a separate audio version of the Flash advert specifically for people with sight loss, voiced by Joanna Page. This accessible version was produced from the outset alongside the main visual advert, rather than as an afterthought. ### what is the Guide Dogs 90th anniversary campaign about The campaign celebrates 90 years of Guide Dogs, the UK charity that has been training guide dogs and supporting blind and partially sighted people since the 1930s. The puppy Flash is the emotional centre of the campaign, which includes both a visual advert and an accessible audio version. ## Sources 1. [Cute puppy Flash takes starring role in Guide Dogs’ 90th-anniversary push | The Drum](https://www.thedrum.com/news/cute-puppy-flash-takes-starring-role-guide-dogs-90th-anniversary-push) (www.thedrum.com)