The Mars Bar Commercial That Redefined Dog Trick Competitions
In 2015, British advertising agency AMV BBDO created something truly special for Mars Chocolate UK: a commercial so absurdly funny that it's still being shared and laughed about nearly a decade later. The "Winning" campaign commercial featuring a pan flute-playing dog has become a masterclass in unexpected humor and memorable advertising.
A Tale of Two Dog Owners and Shattered Pride
The commercial opens with a simple premise: a dog owner proudly demonstrates his pet's ability to jump on command. It's a respectable trick, the kind that would earn polite applause at any dog park. The owner beams with satisfaction—until his neighbor appears with a Mars Bar in hand and a very different approach to canine training.
What follows is pure comedic gold. The second owner's dog, reported to be an Italian Spinone, positions itself with pan flutes and proceeds to deliver an emotionally charged performance of Jan Hammer's "Crockett's Theme" from the iconic 1980s television series Miami Vice. The real brilliance? Watch carefully for the moment when the musical dog closes its eyes, appearing to be in deep emotional connection with the melody. It's this attention to absurd detail that elevates the commercial from merely funny to absolutely unforgettable.
The Philosophy Behind the Laughs
The commercial brilliantly illustrates a timeless truth: comparison is the thief of joy. The first dog owner's genuine pride in his pet's accomplishment evaporates instantly when confronted with his neighbor's over-the-top achievement. It's a feeling universally relatable—that moment when your perfectly respectable accomplishment suddenly feels inadequate next to someone else's extraordinary feat.
Yet the Mars Bar slogan "Work, Rest, Play" and the campaign theme of "Winning" suggest a more optimistic message: celebrate your victories, no matter how they compare to others. After all, both dog owners have achieved something—one has trained his dog to jump, the other has somehow taught a dog to play pan flutes. Both deserve recognition, even if one is decidedly more impressive (and improbable).
A £10 Million Investment in Joy
This commercial was part of a substantial £10 million investment by Mars Chocolate UK, marking a fresh creative direction for the iconic candy bar brand. The "Winning" campaign focused on celebrating small, everyday victories with humor and absurdity rather than traditional product-focused advertising. This approach represented a significant shift in how Mars positioned itself in the competitive confectionery market.
The strategy worked brilliantly. By creating content that was genuinely entertaining and shareable, Mars generated organic engagement that extended far beyond traditional media buys. The commercial became a cultural moment, shared across social media platforms and discussed in advertising circles as an example of creative excellence.
The Cultural Resonance of Miami Vice
The choice of "Crockett's Theme" from Miami Vice wasn't random. The iconic synth instrumental, composed by Jan Hammer, carries instant recognition for anyone who lived through the 1980s or has encountered the show through cultural osmosis. Its smooth, sophisticated melody contrasts hilariously with the image of a dog performing it on pan flutes, creating a delightful cognitive dissonance that makes the commercial memorable.
The pan flute element adds another layer of absurdity. Pan flutes are often associated with street performers and new-age music, not exactly the instrument you'd expect to hear playing Miami Vice's slick detective theme—and certainly not one you'd expect to see wielded by a dog.
Why This Commercial Still Resonates
Nearly a decade after its release, this Mars Bar commercial continues to delight viewers because it commits fully to its ridiculous premise. There's no winking at the camera, no breaking of the fourth wall—just two dog owners, one Mars Bar, and a genuinely surprising talent show. The deadpan delivery amplifies the humor, treating the absurd situation with complete seriousness.
It's a reminder that the best advertising doesn't just sell products—it creates moments of joy, shares laughs, and gives people something worth talking about. And yes, it might just make you crave a Mars Bar while you're laughing at a musically gifted Italian Spinone.