Dulux is bringing back its Old English Sheepdog mascot in a new ad campaign designed to celebrate the transformative power of colour in modern life.
‘Life is what you paint it’ marks 65 years since the shaggy “Dulux Dog” first accidentally appeared on the nation’s TV screens, when a crew member’s canine, named Dash, photobombed the ad shoot.
Since then, the Dulux Dog has become something of a cultural icon, bringing warmth, connection and trust to audiences across the country.
The film introduces the latest incarnation, Dorothy, as a cheeky puppy, but this time with the ability to shake the AkzoNobel brand’s paint colours from her shaggy coat.
To master this power, she accidentally sends colours flying across her owner’s new home and on one unfortunate delivery driver, but through the years hones her craft to show the power of colour transformation. She uses this magical ability to symbolise life’s modern milestones, a theme amplified by the message ‘life is what you paint it’.
The integrated campaign, created by Ogilvy UK, is encouraging the nation to mark their own milestones through the language of colour and paint, whether that’s becoming a pet parent for the first time, kickstarting a side project or starting anew after a break-up.
Grounded in the cultural insight that traditional milestones, such as marriage or having children, are happening later than in previous generations, Dulux firmly believes there are alternative moments that should also be embraced and celebrated.
The integrated activity rolls out across TV and YouTube, led by WPP Media, with social cutdowns on Meta and Pinterest. There will be a significant consumer PR push through Cirkle across redtops, broadcast and daytime TV.
AkzoNobel UK & Ireland marketing director Stephen Coghlan said: “Life is what you paint it puts our charming mascot firmly back into the spotlight, 65 years since stealing the nation’s hearts. A perfect blend of celebrating the longevity of Dulux while meeting consumers where they are today.”
Ogilvy UK chief executive creative director Jules Chalkley added: “Everyone loves a brand mascot and the Dulux Dog has achieved true cultural icon status. Bringing it back to the heart of such a modern and joyful story about transforming the way we celebrate life’s big milestones feels so fitting.”
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