The Gobbledok is a fictional advertising character in Australia from the late 1980s to mid 1990s. It has re-emerged in a new marketing campaign in May 2010. It is a pale brownish alien with an obsession for eating Smith's Potato Crisps. The Gobbledok subsisted on Smith's chips because they reminded it of its home, Dok the Potato Planet. This small irregularly shaped world can be found to the southeast of the Large Magellanic Cloud (Right ascension: 03h47m14.30s, Declination: -74°14'20.0"), and is theorised from spectral analysis to be almost entirely composed of complex starch molecules, within an Acrylamide crust, hypothesised to be due in part to the extreme effects of the planet's mostly Triglyceride atmosphere, and extremes of seasonal temperature.
The Gobbledok became famous for his catchphrase "chippie, chippie, chippie!"
The campaign was first conceived in May 1987 by Sydney's George Patterson Advertising for what was then The Smith's Snackfood Company. Brainchild of in-house writer John Finklesen, the character was designed and brought to life by special effects creator Warren Beaton - also responsible for creating Wattie's NZ's "Getti" - and originally performed by small stature actor Steven George, who stands at 48 inches tall.
Initially, John Finkleston conceived of the Gobbledok as a one-off spot to introduce Smith's new "Seal of Freshness" packaging for their Crisps. The very first TVC featuring the gobbledok began shooting on location at Sydney's Chatswood Coles Supermarket on 31 May 1987, and was Directed By John Clark & produced by Ian Iveson of Iveson Clark Productions, Agency producer for George Patterson at the time was Des Freeman.
The success of the first commercial lead to unexpected problems in further productions. The animatronics used in the first Gobbledok were basic for the time, with a limited range of expressions. With the increasing budget in later commercials, the Gobbledok costume became greatly improved, but the range of expressions still had to tie in with the first version. Smiths, aware of the success, later had the agency write down a list of "rules" for the creature's behaviour.
The Gobbledok's trademark Red, Yellow, and Blue mohawk and hairdo was originally inspired by the 7th floor receptionist at George Patterson's at the time of his inception, the colours were to suggest Smith's chips packaging.
The unexpected overnight popularity of the Gobbledok, and the associated exponential rise in Their Crisps sales, prompted his long association with the Smith's brand in Australia.
Gobbledok's many adventures included:
Some people have drawn attention to such anomalies as the Gobbledok's large golden ear ring swapping from his left ear to right from scene to scene over the years, or that he had no teeth, or indeed that he was rarely actually seen to put any Crisps in his mouth.
The Gobbledok campaign ran continuously for over 10 years until the mid 1990s. In 1996 a new Gobbledok was commissioned but advertising agencies changed hands and the advert was never filmed. It has long since been replaced by a succession of new advertising campaigns, and Smith's Advertising is now handled by another agency. A facsimili of the original Gobbledok has made a cameo in the recently aired "Eat happy" ad.
Since 1987 many Smith's Snackfoods trucks in Australia have carried the Gobbledok's trademark word "Chippies" on their sides.
As of 2008, an illustration of the Gobbledok has begun to re-appear on some Smith's chips packaging.
In May 2010 Smiths brought back the Gobbledok for its new advertising. Still using a costume, but with a re-designed computer generated face replacing the old animatronic one. Now missing are his loping right ear, and the punk hairdo.
