The Nestle Purina dog advert, shown here, is designed specifically to capture a puppy's attention and turn its head to the television screen.
The commercial was made for the company's Beneful brand, and employs specific sounds that are supposed to make your pet take notice. According to Popsop, the sounds--results of guidance from a team of American pet behavior experts--include high frequency tones that humans can barely hear, a "squeak" noise akin to that made on a doggie squeeze toy and a high-pitched "ping." However, a pet's reaction to the commercial will depend on its own experiences. For example, if the dog typically plays with a squeeze toy, it will react more to the commercial.
This 23-second TV spot was broadcast in Germany over the summer and will be launched in Austria this week.
Pet-Attracting Advertising
The Nestle Purina Dog Advert Will Get Your Puppy's Attention
Trend Themes
1. Pet-attracting Advertising - The Nestle Purina dog advert uses specific sounds to capture a puppy's attention and turn its head to the television screen.
2. High Frequency Tones - The use of high frequency tones in advertising can be a disruptive innovation opportunity to attract pets' attention and engage with them.
3. Tailoring Commercial Experience - Customizing commercials based on a pet's preferences and experiences can provide disruptive innovation opportunities in the pet advertising industry.
Industry Implications
1. Pet Food and Treats - The pet food and treats industry can explore pet-attracting advertising techniques to capture the attention of pet owners and increase sales.
2. Television and Advertising - The television and advertising industry can adopt pet-attracting advertising strategies to create engaging commercials that resonate with pet owners.
3. Behavior and Training - The behavior and training industry can leverage the use of specific sounds to train pets and modify their behaviors, opening up disruptive innovation opportunities.