HELPING THE GOBBLEDOK GET WITH THE TIMES TO GET TO THE ‘CHIPPIES’

The Gobbledok is an iconic furry alien from Smith’s Chips ads in the 80s and 90s, known for his insatiable hunger for “chippies.” To launch Smith’s Chips Australia on TikTok, we brought the Gobbledok back. The challenge was balancing the nostalgia for Gen X and Y, who grew up with the Gobbledok, while introducing him to a whole new audience in Gen Z.

Our solution was simple: same old Gobbledok, new tricks. After a 30-year hiatus, the Gobbledok had to adapt to a changed world and new technology to get to the chippies, embracing the quirks of TikTok to connect with today’s audience.

The Gobbledok emerges from his pantry:

The Gobbledok discovers online delivery:

The Gobbledok makes a friend:

The second coming of the Gobbledok

Client: Smith’s Chips Australia
Brief: Launch Smith’s Chips on TikTok
Idea: We brought back the Gobbledok – a fictitious alien used to promote Smith's Chips brand of potato chips in the 80’s and 90’s. Relaunching him on the Smith’s Chips TikTok channel, today the Gobbledok is not only hungry for Smith’s brand of “chippies”, he also has an appetite for something else… to fit in. Giving us leverage to tap into a nostalgic audience who grew up with him (Gen X & Y), and a new audience who are meeting him for the first time (Gen Z).
My role: Creative Lead, Art Director