I think the scruffiness was perhaps an unnecessary addition because, as Phil pointed out, this character should be a kind of 'every man' and the advert should be universal so here are some tidier versions of the character:
Each is slightly different in shape and has different features on his coat. I think 1 may be too bulky, I quite like 2 though. It's very difficult to choose between them as I so like the bell shapes of 2 and 4.
I'll get onto some more face and hair tests and again, all feedback is much appreciated! :D