Nestlé Purina PetCare is releasing what it says is the first television commercial designed to appeal to dogs.
The company says animal behavior experts at the Nestlé Purina Product Technology Center in St. Joseph, Mo., helped it develop the commercial aimed at selling Beneful dog food.
The ad will be shown in Austria.
Nestlé Purina says its first attempt to develop an ad for dogs had little success. But its experts in Missouri discovered a combination of sounds that attract a dog's attention without distracting from the human-focused dialogue.
The ad features the squeaky sound of a dog toy and a bell.