Video case study: Purina generates puppy love as dog food ad gets 2m views

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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. The ad sees at least ten dogs come together to use a Rube Goldberg Machine.

Brand: Purina | Sector: FMCG, Pet | Country: US | Partner/agency: Deep Focus | Objective: brand awareness, consideration and purchase | Format: Video, YouTUbe, Viral

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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