The Dulux dog is 60 years old this year.
Although the paint giant didn't originally intend to feature an Old English Sheepdog in its advert in 1961, there was a change of plan – and the dog went on to become one of the most recognised and beloved advertising icons of all time.
The 'Dulux dog' has become synonymous with the Old English Sheepdog, with many people not knowing the breed's correct name, but it might have never happened.
Legend has it that the ad director’s dog gatecrashed the shoot to play with the child actors and the decision was made to use the footage because it was adorable, according to Dulux, which is celebrating its 90th anniversary this year.
That original Dulux dog advert reached an impressive number 51 in Channel 4’s 100 Greatest TV Adverts programme.
The dog of the original advert was called Shepton Daphnis Horsa, affectionately known as Dash. When Dash retired, a competition to find his replacement saw 450 Old English Sheepdog owners enter their dogs. The winner of the competition, at London’s Café Royal, was Digby.
There have been 14 different Dulux Dogs since 1961 and many of them had regal-sounding names. Digby was short for Fernville Lord Digby and there was also King Hotspur of Amblegait, Dreamweaver Lorien’s Lament (Pickle for short) and Duke.
All of the Dulux Dogs, apart from Dash, have been breed champions, with five of them winning ‘best in show’ prizes.
Their experience of preparing for shows probably stood them in good stead for their Dulux roles as each one had to spend a whopping four hours under a hairdryer and hairbrush in order to be ready for the cameras.
Digby was undoubtedly the most famous of all the Dulux Dogs. In 1973, he starred in a movie alongside Spike Milligan. The children’s adventure film was called Digby: The Biggest Dog in the World. He had his own chauffeur-driven car and several stunt doubles.
The current Dulux dog is eight-year-old Madison, owned by Ellen Wheeler from Lincolnshire. Madison appeared with four of her pups in the TV advert for the Dulux Promise in 2019, and most recently you may have seen her riding a skateboard in the Dulux Simply Refresh advert.
Ellen said: “Madison handles the fame on set like an absolute pro – she just loves attention and fuss, and that comes in heaps as the face of Dulux. There have been people who have travelled hours to meet her!
“When she’s not out and about on official Dulux duties, at home Madison’s role is that of the lovable family dog. Her routine centres around walks, treats and play time, as well as plenty of naps of course.”
Madison shares her home with her daughter Olivia, who was born in 2017, and granddaughter Vienna, who was born in September 2020.
Ellen Wheeler certainly loves Old English Sheepdogs.
She said: “They’re such a beautiful, striking looking dog but it’s also the lovely temperament they have which makes them such a joy.
"Old English Sheepdogs make really fantastic companions, they are incredibly affectionate and they just love to be around people.
"They’re so intelligent and intuitive, they can really sense when you need a bit of cheering up and will be right there nuzzling up to you, which can’t help but bring a smile to your face.”
Despite people’s enduring fondness for the Dulux dog, fewer and fewer people are choosing them as pets because they “require a lot of grooming and exercise and aren’t suitable for smaller living spaces,” it was reported earlier this year.
Experts have warned that Old English Sheepdogs are in danger of dying out. The Kennel Club recorded just 227 puppy registrations in 2020 – the lowest figure since 1961 – meaning the breed has been classed as vulnerable for the first time. In 1979, there were nearly 6,000 registrations.
Club spokesman Bill Lambert said: “It’s likely the numbers have dwindled over the years as a result of lifestyle changes. However, it is a breed that is faithful and trustworthy with an even disposition that can make lovable family pets for the right owners.”
Ten years ago, for the Dulux dog’s 50th anniversary, Letty Edwards from Dulux commented that Old English Sheepdogs were synonymous with their brand as they “represent good, honest British values; trust, loyalty, playfulness and quality.”
Dulux has released an Anniversary Book charting the nation’s changing tastes in colour. It covers the last nine decades and offers huge splashes of colour and interior design inspiration – and of course, it includes a chapter on its canine ambassador.
Profits from every copy will go to three UK charities including Old English Sheepdog Rescue and Welfare, which aims to provide shelter, love, medical treatment and rehoming for Old English Sheepdogs in need. The Anniversary Book costs £45 and can be ordered here.
