Marty Sheargold parodies ‘Rob the dentist’ in new Triple M campaign

Marty Sheargold

• Sheargold created the concept for the multi-platform campaign

Marty Sheargold, host of the Marty Sheargold Show on 105.1 Triple M Melbourne and LiSTNR, parodies the famous ‘Rob the dentist’ Oral B TV ad in a new campaign to promote the show. 

Sheargold created the concept for the multi-platform campaign, where we see a buff ‘radio host’ Marty facing a mirror with his back to the audience shaving his head. His face cannot be shown to the audience because “he has a face for radio” but does have an “incredible body” and is a “top bloke”.

At the end of the commercial, the real Marty Sheargold makes an appearance.

The campaign will appear in Melbourne in cinemas, 7 BVOD, and via a paid social media campaign to promote the Marty Sheargold breakfast show on 105.1 Triple M from 6-9am weekdays and on the LiSTNR app.

Sheargold said: “It’s a funny play on the idea of having a ‘great head for radio’ which people have said to me numerous times over the years…which I always passionately disagree with.”

SCA chief marketing officer, Nikki Clarkson, said: “Triple M has become famous with its audience for its cheeky, irreverent style and the Marty Sheargold ad is no exception. It is a perfect personification of the show and what listeners can expect when they tune in.”

The campaign was produced and directed in-house at SCA.

Mediaweek caught up with Sheargold at an industry lunch at the Esplanade hotel earlier this month to talk about how he is going in his first Melbourne radio gig.

“I absolutely love it,” said Sheargold. “I love the grind of it, I’m not put off by the workload. I love the structure and discipline of having a job. Someone was talking in there before about stand up and the thing about stand up is that when you are trying to make a living out of it, there is no consistency around it. You might go 10 days without doing a gig. In 10 days, you could go to Bali! Thats too much time off. I like working.”

See More: “The content is right”: Marty Sheargold talks digital success in tough Melbourne market

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