An Evesham man was rescued at Burnham-on-Sea near Bristol yesterday after being trapped waist-deep in treacherous mud.
Ian Makepeace had to be dug out of the mud after trying to retrieve one of his pet dogs when it ran off during an afternoon walk.
Mr Makepeace followed the dog out on to the mud flats100 metres from the high tide point when he suddenly sank waist-deep and was unable to move.
His wife, who herself briefly encountered difficulties in the mud, freed herself and dialled 999 on a mobile phone to call for help.
The Coastguard Mud Rescue team from Burnham-on-Sea was alerted and, using specialised rescue equipment, they waded out to free the man and his pet.
"The casualty was stuck deep in the mud and it took almost 15 minutes to dig him out," said Burnham Coastguard station officer Steve Bird.
Burnham's Spirit Of Lelaina hovercraft flew to the scene with two pilots on board and both the man and his dog were lifted on board before being taken back to the safety of the dry sand.
Mr Makepeace was checked over by a paramedic at the scene, before he and the dog were released unharmed.