President Obama has unleashed a particularly unusual fundraiser for his 2012 campaign.

One Internet ad starts with a two-toned blue background, like dozens of other pro-Obama spots. Then the furry star pops into the frame, tongue out and ready to frolic. “Join Pet Lovers for Obama,” the ad implores.

The unlikely pitchman is Bo, the White House family pet, who may well be the first “first dog” to emerge as a central player in a presidential reelection campaign.