Mary Altaffer, File, Associated Press
ADVANCE FOR WEEKEND EDITIONS, FEB. 11-12 - In this Feb. 15, 2011, file photo, Scottish deerhound Hickory poses for photographers with his handler Angela Lloyd, right, and judge Paolo Dondina after Hickory won best in show during the 135th Westminster Kennel Club Dog Show at Madison Square Garden in New York.

NEW YORK — The ads that show dogs with pleading eyes in cages are gone from the Westminster dog show. In their place are dogs running on the beach or frolicking in the snow.

A new sponsor was chosen for the show. Its ads focus on happier dogs instead of those in need of adoption. Officials at America's most prestigious dog competition say viewers were turned off by the sad-eyed ads and would often change the channel.

Nestle Purina PetCare replaced Pedigree as the sponsor for the show, which begins Monday at Madison Square Garden in New York.

Pedigree says it's disappointed to be dropped as a sponsor after 24 years.

The ads had aired on CNBC and USA Network, which broadcasts the show to an audience of more than 3 million.