Video viral of the week: Purina generates puppy love as dog food ad gets 2m views

Jul 15, 2013 | CPG, Online advertising, Online video

Purina’s dog food brand Beneful has created a canine-based Rube Goldberg machine for its latest campaign, creating a buzz online with 2 million YouTube views just 2 weeks after launch. See why it’s our video viral of the week below… The new ad sees at least ten dogs come together to use a Rube Goldberg […]

Purina’s dog food brand Beneful has created a canine-based Rube Goldberg machine for its latest campaign, creating a buzz online with 2 million YouTube views just 2 weeks after launch. See why it’s our video viral of the week below…


The new ad sees at least ten dogs come together to use a Rube Goldberg Machine.
A Border Collie puts a ball through a basketball net, an American Bulldog-mix wags his tail while eating which unknowingly opens a bin of tennis balls, a Border Terrier walks on a spinning wheel that releases a Frisbee into the air, and much more.
With the tagline “Play. It’s good for you” in mind, and ultimately spelled out with dominos at the end, a number of dogs are featured as part of a deliberately over-engineered series of small obstacles that trigger a chain reaction to accomplish a simple task, in classic Rube Goldberg style.
The agency behind the ad, Deep Focus, said that getting it right wasn’t easy. “It was a very long day,” said agency CEO Ian Schafer.

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