Meet the men who love nothing more than dressing up as puppies, appearing in new Channel 4 show Secret Life of the Human Pups.
Airing tonight (Wednesday) at 10PM on Channel 4, the show features stories from the blokes who chose to live life on all fours.
They spend thousands on outfits, toys, masks and even sleeping baskets to transform themselves into their canine alter egos.
Dalmatian 'Spot' - real name Tom - says in the show: "You disappear and start chasing toys, people give you ear scratches. Being a puppy you don't stop to think, it is just magic.
"I am proud of who I am and what I look like and I don't care what anyone else thinks."
'Spot' is in fact first ever Mr Puppy UK, a competition which seeks out the best of so-called human puppy play.
Another of the human pups, 'Kaz', reveals: "Most days for me is just being a dog and chatting to my friends who are also dogs.
"All the pups I know are regular, normal people you walk past in the street everyday."
'Dynamo' adds: "A lot of them work in high pressure jobs and control a lot of people, they are CEOs and it is a way for them to express themselves in a way they can't as a human."
'Silver' claims that playing with dog toys and having his belly rubbed is "a way of relaxing after a long day and not having to cope with normal human life."
'Spot' concludes: "Until you try it, I don't think it is fair for anyone to judge who we are."
Life of the Human Pups, Channel 4, 10PM