Bobby the Dachshund Steals the Show in the 2025 Brown Thomas Christmas Campaign
By Tayler Lewis-Bungay
Brown Thomas has long been known as Ireland’s leading luxury department store, with five iconic locations across Dublin, Cork, Galway, and Limerick. Whether you’re shopping for Christmas trees, designer fashion, beauty must-haves, homeware, gifts, or appliances, Brown Thomas truly has it all. And this year, they’ve outdone themselves. The 2025 Christmas season at Brown Thomas is bigger, brighter, and more magical than ever. At the heart of the celebrations is a very special Irish star. Bobby Dassler, the Dachshund.
Meet Bobby: Ireland’s Social Sausage Superstar
Bobby Dassler is no ordinary dog model. This charismatic short-haired Dachshund is a seasoned talent for hire and the proud founder of The Sausage Social Dublin, Ireland’s beloved Dachshund meet-up. What began in 2018 as a small gathering of 20 dachshunds has grown into a thriving monthly community of more than 65+ doxies and their humans.
The Sausage Social has become a go-to hub for Dachshund lovers. They can learn more about the breed, help their dogs socialise, and connect with like-minded pet owners. With a vibrant presence across Instagram and Facebook, the group quickly captured nationwide attention. They even landed a feature on RTÉ in a series celebrating Irish people and their pets.
When Bobby isn’t hosting one of his iconic meet-ups, he’s living his best life across Ireland. From brunch spots and art galleries to shopping trips, festivals, and cosy countryside staycations, Bobby has built a reputation as Dublin’s most stylish and sociable city dog.
Bobby Takes Over Brown Thomas Christmas 2025
This Christmas, Brown Thomas went all-out with an unforgettable campaign featuring joyful adverts, enchanting photography, magical storefront displays, and even Dachshund-themed events. At the centre of it all? Bobby.
His star moment arrived with the launch of the Brown Thomas 2025 Christmas campaign. He instantly captured hearts nationwide. Bobby’s charm, confidence, and unmistakable festive spirit made him the perfect leading man (or leading sausage!) for the season.
From Storefront Windows to the Airwaves
Following the spectacular launch, Bobby and his mum were invited to join Rebecca & Brendan live on 98FM Dublin, where they discussed his new Christmas advert and his rapidly rising fame. The interview delighted listeners and cemented Bobby’s place as Ireland’s newest four-legged celebrity.
And the celebrations didn’t stop there. Ever the social butterfly, Bobby invited his Irish Dachshund pals to join him at the Brown Thomas Dublin store for a special visit. The official Brown Thomas Instagram shared the magic, posting:
“A Pawfect Day Out. Our festive friend Jolly the Dachshund, the star of this year’s Christmas campaign, stopped by with his four-legged friends to admire his grand debut in our Grafton Street windows.
Looking impeccably dressed (as one would expect), the whole gang marked the moment with perfectly frothed pup-puccinos from Omma Café.”
The heartwarming moment delighted fans and shoppers alike, with the adorable imagery quickly spreading across social media.
A Proud Moment for Irish Animal Talent
As the gorgeous campaign visuals continue to fill our feeds, we couldn’t be prouder of Bobby and everything he represents. His success highlights not only his own star power but also the growing recognition and celebration of animal talent across Ireland.
Bobby Dassler has brought charm, warmth, and a whole lot of festive cheer to the 2025 Brown Thomas Christmas Campaign. We can’t wait to see where this little sausage goes next.
