SCHMACKOS Are Still Wacko In New Campaign Via DDB Melbourne

SCHMACKOS Are Still Wacko In New Campaign Via DDB Melbourne

After a two-year TV hiatus, the SCHMACKOS brand is making a comeback in a new campaign courtesy of DDB Melbourne.

The campaign is based on a simple insight that treating dogs is not just rewarding for them, but their owners too.

“Throughout the years, the brand has been focused on the fun SCHMACKOS treats unleashes for dogs, and rightly so,” Mars Petcare marketing director Ben 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.”

DDB Melbourne creative director Glen Dickson said the brief was to modernise the brand without losing the fun.

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

View the 45-second and 15-second TV spots below:


Client: Mars Petcare

Marketing director – Ben Culligan

Marketing manager – Kate Waite

Senior brand manager – Jess Hoare

Consumer and 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

Production company: The OTTO Empire

Director – Christopher Hill

Executive producer – 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


Please login with linkedin to comment


Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]