Geoffrey Roche Wants You to Smell Like Dog Shit

By Patrick Coffee 

In a campaign that could not possibly be another April Fools’ Day stunt, Geoffrey Roche — who you know as the longtime ad man who founded Lowe Roche — wants you (or, at least, your dog) to smell like shit.

That would be dog shit, specifically.

A new campaign to promote 3MillionDogs, a group co-founded by Roche in order to “[Make] the World a Better Place for Dogs,” encourages viewers to “be the dog you really are” and “leave them panting”…with the smell of poop.


We assume, based on the campaign’s limited credits, that Roche himself enjoyed the literal shit out of writing this masterful line:

“With the quiet but sensitive fragrance of poo with notes of fresh mowed grass and just a hint of floral it’s the perfect way for them to release their inner bitch.”

The release also notes that “the scent is completely undetectable to humans. The perfume comes in a beautiful 1.8 oz glass bottle and retails for $100.”

Our favorite aspect of the work, however, may well be the real ad layered over the fake ad on the “client’s” site:

fetch by fetch

We still can’t quite believe that Lizzie Borden is not an April Fools’ Day stunt.

Good to see Wednesday Addams getting work, though.

3MillionDogs – Fetch by Fetch
Creative Director & Writer: Geoffrey Roche
Editor: Lauren Piche
Editorial Company: School Editing
Sound Design: RMW