Koala launches fictitious dog distracting toy in new ad

Mattress and furniture company Koala has released its latest campaign mimicking infomercial commercials.

The campaign marks the launch of Koala’s new brand platform ‘Life Laid Back’, and Koala has also partnered with pet-sitting service Mad Paws to offer customers the chance to win a years’ supply of Pet PA services and merchandise.

In the 1 minute 36 second hero video for the campaign, people are shown at home in the process of cuddling and trying to relax in their own time but being interrupted by their dogs. A presenter then shows the “Pet’s Best Friend”, a fictional product designed to distract dogs by letting them lick and hump the toy.

Koala Australia creative director Taylor Thornton said: “We wanted to launch this new platform in a way that would get Aussies talking. When our designers set out to create comfy furniture they never imagined that our pets would love it as much as our customers, something we enjoy seeing lots of from our followers on social media. With this battle for space only magnified during the seemingly endless months of lockdown, we felt it was right to pay them tribute, and end the year on a lighter note.”

The campaign will be on out-of-home and social, both owned and paid, with the internal Koala team managing the media buy.

One of the OOH assets for the campaign

This campaign comes after chief marketing officer Peter Sloterdyk left the company in August, with Koala removing the CMO role.

The Royals were involved in the strategy for the campaign.

This article has been updated. 


VP Global Brand Strategy & Creative: Bradley Firth
Global Brand Strategy & Partnerships Lead: Kinga Papp
Creative Directors: Taylor Thornton & Marina Vasilieva
Senior Copywriter: Matt Koo
Senior Art Director: Elana Robson
Integrated Producer: Nikki Jones
Social Media Manager: Laura Haddock
Marketing Lead: Hannah Murphy
Media Director: Sally Phelps
Media Manager: Michaella Naicker
Production & Post: Infinity Squared
Director: Greta Lee Jackson
Producer: Henry Richardson
DOP: Mark Tadic
Art Director: Angela Cheung
Exec producer: Charlie Billeh
Head of production: Erin McBean


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.