‘Dog Goldberg Machine’ Created in Beneful’s Commercial [Video]

Beneful has created an awesome commercial, demonstrating machine aimed to feed pets.

Setting up a complicated machine every time you wanted to feed your pet would turn a simple task into a chore that consumed your entire day — but you’ll definitely like the result.

Using some digital wizardry, a chain of dogs play, run in circles and catch Frisbees to pour a bowl of food for just one pooch.

Luckily, those who took part in the scheme don’t leave empty-mouthed: they’re rewarded with a huge basket of balls to play with.

Normally when a company makes a play for viral video fame, it’s pretty transparent and desperate. but this commercial combines three things the Internet loves: complexity, cleverness, and puppies in a little red wagon.

This ad required many, many takes. Ian Schafer, CEO of DeepFocus, the creator of the dog commercial, didn’t recall how many exactly.

“[I’ll] put it this way,” he said. “It wasn’t easy. It was a very long day.” The result is sublime, though — and it makes a nice pitch for the product.”

This add is guided by a principle of a Rube Goldberg machine, which has been tried numerous times by numerous ad companies.

The company that created the concept, also known as ‘Cog’, was Honda who released back in 2003 the famous commercial which was created in order to promote the seventh-generation Accord line of cars and became a proper presentation of auto parts in all their beauty.

The two-minute video took more than 600 takes before every little step of the machine worked perfectly. True Rube Goldberg followers would never edit a video to fake a perfectly functioning machine.

The results of the ad were incredible. Over 250 million people “pressed red” to spend more time with the Honda brand.

97% of viewers rated their experience positively with an average dwell time of 2,5 minutes. A significant minority spent up to 10 minutes watching the ad, reports Sonankempadoocmp.

“In addition, over 10,000 people requested a DVD or brochure, equating to a response rate of 0.32% – five times the car category average,” the blod adds.

Cog was first aired on British television on 6 April 2003. It filled an entire commercial break in ITV‘s coverage of the Brazilian Grand Prix.

The release was positively met by the media, including articles in such media frontrunners as The Daily Telegraph, The Independent and The Guardian.

The day after the first airing of Cog, the Honda website received more hits than at any time in its history, and overnight became the second largest automotive website.

The DVD came out, which was included as an insert in 1.2 million newspapers in the first week of the commercial’s released. It contained videos showing how the famous ad was created, interviews and behind-the-scenes footage of the production process.

Which is more, the DVD offered to make a virtual tour of the car accompagnied by the original music video to “Rapper’s Delight” by the Sugarhill Gang, and an illustrated guide to all the parts shown in the commercial. The interactive 30-second versions of Cog proved hugely successful as well.

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