adam&eveDDB revives Aussie ad icons Dorothy and Roger for Mars Schmackos relaunch


Advertising legends Dorothy and Roger are returning to Australia’s television screens after a hiatus of eight years in a new campaign for Mars Petcare brand Schmackos, created by adam&eveDDB, London.


The ads use the iconic ‘Dogs Go Wacko For Schmackos’ jingle, which helped make the brand Australia’s number one dog treat.

For this new campaign, adam&eveDDB has gone back to Schmackos’ advertising roots with CGI versions of the original Claymation figures of Dorothy and her beloved pooch Roger, a Jack Russell. To maximise nostalgia adam&eveDDB even tracked down Deidre Rubenstein, the actress who originally voiced Dorothy.

In the new ads, we see how wacko Roger will go for his Schmackos, with a series of mad, escalating responses to Dorothy’s requests for him to jump and roll over. The spots serve to highlight the love Dorothy has for Roger – and Roger has for Schmackos.

The animation is by Not To Scale, the studio behind I Lost My Body, which was nominated for a best animated feature film Oscar at this year’s Academy Awards. The team at Not To Scale hand sketched the animation first and then designed the CGI to pay homage to the iconic Claymation style of the original campaign.

Along with a mass TV blitz, Schmackos marketing activity is planned for digital, social, radio and retail media as part of an extensive campaign running through 2020 and beyond.

Says Meagan Hill, portfolio marketing director at Mars Pet Nutrition Australia: “I am beyond excited to bring this well-loved brand and it’s heroes back to the screen and back to Australians. Here’s hoping Aussie dogs will be going wacko for Schmackos for years to come.”

Client: Mars Petcare
Brand: Schmackos
Project/Campaign Name: Dogs Go Wacko For Schmackos
Client: Meagan Hill, Portfolio Marketing Director, Mars Pet Nutrition Australia

Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Creative Directors: Frank Ginger, Shay Reading
Copywriter: Shay Reading, Raminder Samra
Art Director: Frank Ginger, Caio Turbiani
Executive Content Director: Simon Adamson
Head of Content: Jessica Taylor
Social Creative: Rebecca Wilson
Project Manager: Alice Southam
Agency Producers: Rebecca Holt, Jess Middleton, Lucinda Ker
Planning Partner: Tom Sussman
Senior Planner: Jack Spicer
Group Managing Director: Fiona McArthur
Managing Partner: Charlotte Cook
Business Director: Loella Collier
Account Director: Cosmo Haskard
Account Manager: Jack Cowie
Account Executive: Hugo Evans
Designer/Typographer: Roberto Celentano
Gutenberg Producer: Charlotte O’Reilly
Gutenberg Editor: Jason Fox
Media Agency: Mediacom Australia
Media Planner/s: Nicholas Topham

Production Company: Not To Scale
Executive Producer: Dan O’Rourke
Producer: Marcela Ferri
Director: Bertrand Bey & Pierre Ducos
Editing Company: NTS
VFX Supervisor: Nicolas Lesaffre
CG Artists: Erin Lo, Toby Leung, Damien Ferrie, Frank Yu
Animation Studio Support: Nikopicto
EP: Lily Leung
Audio Post Production: 750
Sound Engineer: Sam Robson
Soundtrack Name and Composer: ‘Perfect Feeling’ Cartlege, Jewson & Newton
Soundtrack Library: Cavendish Music

adam&eveDDB revives Aussie ad icons Dorothy and Roger for Mars Schmackos relaunch adam&eveDDB revives Aussie ad icons Dorothy and Roger for Mars Schmackos relaunch