Schmackos returns to television advertising with man dressed as a dog breaking out in dance

Schmackos has released its first TV campaign in two years, with a man dressed as a dog, performing a dance routine with his pet.

The new ad sees the costumed-man enter a room with his dog, before feeding him a Schmackos treat.

After the dog eats it, his owner turns the radio on and breaks out in a choreographed dance routine with his pet.

By the end of the ad, the owner is still dancing but the dog has stopped.

Created by DDB Melbourne, the new ad was built off the insight while ‘Dogs go Wacko for Schmackos’, treating the dog is fun for owners too.

Mars Petcare’s marketing director Ben Culligan said dog owners also get “joy” out of treating their pets.

“Throughout the years the brand has been focused on the fun Schmackos treats unleashes for dogs – and rightly so,” Culligan said.

“But dog owners also get a lot of joy out of treating. We wanted to bring this shared pleasure to life in a fun, creative and memorable way.”

Glen Dickson, DDB Melbourne’s creative director said the brief was to modernise the brand, while maintaining the fun.

“Feed your four-legged friend a Schmackos and you’ll both feel the happiness. It’s a fresh take on the old Shmackos work that we all know and love,” Dickson said.

The campaign will run across TV and social.


  • Client: Mars Petcare
  • Marketing Director: Ben Culligan
  • Marketing Manager: Kate Waite
  • Senior Brand Manager: Jess Hoare
  • Consumer & Market Insights Manager: Krishanie Perera
  • Assistant Brand Manager: Abby Veverka
  • Agency: DDB Melbourne
  • Managing Director: Dion Appel
  • Creative Director: Glen Dickson
  • Art Director: Becky Morriss
  • Copywriter: Locki Choi
  • Head of Broadcast: Sophie Simmons
  • Group Business Director: Lucy Haworth
  • Business Director: Luke Osborn
  • Executive Planning Director: Ian Forth
  • Planner: Paris Paphitis
  • Film Production:
  • Production Company: The OTTO Empire
  • Director: Christopher Hill
  • EP: Jo de Fina
  • Producer: Josh Butt
  • DOP: Ed Goldner
  • Production Designer: Lance Davis
  • Casting: Fiona Dann, Casting Sugar
  • Music Search: Level Two
  • Editing: Dan Lee, The Butchery
  • Sound: Colin Simkins, Gusto Studios

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.