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JoAnna Lou
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First Commercial for Dogs
Purina releases an ad designed for pets

Sometimes my dogs look at the television, but I'm not sure if they're actually watching. I haven't seen any connection to a particular image or sound. I think they just notice the movement on the screen and have learned to ignore the noise.

I thought that might change when I heard that Purina released what they're calling the first-ever television commercial designed for both dogs and humans. The goal was to make an advertisement that caught dogs' attention, but didn't detract from the dialogue intended for humans.

The resulting commercial, for their Beneful dog food, features a squeak, a high-frequency tone (that humans can barely hear), and a ping noise. Purina also said that the commercial also features whispering, which they found was successful in gaining dogs' attention, although I didn't hear any whispering in the advertisement.

The commercial was released in Austria and can be viewed below. When I played the commercial, my dogs didn't seem impressed. I didn't even see an ear move towards my computer.

How did your crew react?

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JoAnna Lou is a New York City-based researcher, writer and agility enthusiast.

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