WATCH: Dog found alive after falling 100ft from cliff in Seaford

Max, the border collie, landed in the sea after falling off the edge of a cliff in Seaford.

The coastguard was able to locate the dog near Splash Point but were unable to reach him due to rough sea conditions and the high tide.

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A lifeboat rescue team were called and found Max at Hawk’s Brow, where he had swum into a small stretch of pebbly beach.

The video of the rescue shows a Newhaven RNLI crew member scrambling ashore and rescuing the dog.

The crew lured Max towards them using treats before picking him up and putting him in the boat.

In the footage, the crew can be heard saying, “you might get a little bit wet Max” and “Hey Maxy, bet you’ve not done this before. All the other dogs are going to be jealous of this”.

The moment a dog is found alive after falling 100ft from cliff in Sussex

The RNLI team used a small Y-class lifeboat, as well as a larger all-weather boat.

RNLI volunteer navigator James Johnson said: “Given the dog had fallen over 100 feet to the beach, it was astonishing to see him apparently unharmed.

“Max was incredibly lucky, and we were relieved to return him to his owner.”

Coxswain Lewis Arnold said the incident should act as a reminder of “doing the right thing” as a dog owner by calling the coastguard.

“The dog owner did the right thing. Getting yourself back to a place of safety and calling the Coastguard to get help is always preferable than trying to go after your pet yourself,” he said.

“Please remember to keep your dog on a lead close to cliff edges or fast flowing rivers, you never know when they’ll suddenly decide to make chase after a rabbit or bird.”

The moment a dog is found alive after falling 100ft from cliff in Sussex

The rescue was the first for RNLI volunteer Chloe Sands, who joined the crew last year.

“It was a bit of shock when the pager went off, but a relief also to be on my way to a first shout,” she said.

''When we reached the location, I helped prepare the Y-class Lifeboat for launch from the all-weather lifeboat.”