Dulux Group is celebrating 50 years of its iconic Old English Sheepdog in Australia by introducing a new generation—a playful puppy—to its latest marketing campaign.

The new ad, which coincides with the launch of the brand’s re-formulated Weathershield exterior paint, features Dulux’s long-standing mascot, named Brady, alongside its mischievous new companion, Wightley.

As part of the year-long campaign, Dulux, via media agency Initiative, will release additional clips from the day’s shoot, while also dipping into its archive to showcase highlights from 50 years of campaigns in Australia.

Speaking to Mumbrella, Dulux Group ANZ head of integrated marketing Angeline Lee said: “The Dulux dog has been an intrinsic brand asset for us for 50 years, sharing that message of trust and protection that you get with our products. With the launch of a re-formulated Weathershield, we wanted to show its long-lasting effect through the passage of time with a new generation—a puppy.”

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The launch TV spot was filmed at the puppy’s home in Brisbane, featuring both Dulux’s long-serving mascot Brady and a behind-the-scenes Labrador to encourage playful, energetic interactions during the shoot. It will now run on digital, social and retail channels.

“We hope this campaign speaks to all audiences,” said Lee. “Both with audiences who are familiar with the historical campaigns and also younger audiences, especially painters, who have a huge social presence and are very active in showcasing their work online.”

The Dulux Dog first originated in the UK in 1961 as the brand’s mascot, aimed at symbolising the reliability, trust, and protection that the paint promised.

Created by Collett Dickenson Pearce (CDP), the first Old English Sheepdog featured in the campaign was named Shepton Daphnis Horsa and reportedly belonged to a member of the original advertising production team.

The Dulux Dog was introduced to Australian households in 1976 with a dog called Mr Boswell, wearing a Dulux-branded cap. Colour television was just a year old, and “Bos” quickly became a familiar face with the Australian public.

Now, as part of a broader campaign co-created in-house alongside Clemenger BBDO, Initiative, Scooter, and In the Media PR, the brand has opened its archive of historic ads and creative, including photos of the original mascot, Bos.

 

A newspaper cutting showing the original Australia ‘Dulux Dog’ Bos

In a press release statement, Dulux marketing director Richard Hansen said it was “fitting” to celebrate the dog’s50 years in the Australian market.

“Our puppies represent the next generation here in Australia and we know our new paint will last for generations to come,” he added.