To promote their 'Buy Your Kids DVDs And That' campaign, HMV have recruited lovable plasticine scamp Gromit to stare down the muzzle of their gramophone for a while. Poor old Nipper, probably still reeling from the confusion of his master's voice coming out of a dirty great horn, is out in the doghouse.
Thankfully, it's only temporary.
[EDIT: According to Marketing Week, there's a possible animated ad for TV and cinema on the cards too. Good stuff]