Beneful Creates 'Dog Goldberg Machine' and It's Pretty Spectacular

Lots of ad agencies and brands have tried their hand at a Rube Goldberg machine, but Purina's Beneful brand raised the stakes by adding dogs.

This ad, which features more than half a dozen dogs, likely required many, many takes. Ian Schafer, CEO of DeepFocus, the creator of the ad, 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.

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