The 23-second advert was made by food giant Nestle for Beneful dog food. The company hired pet behavioural experts from the US who researched what would appeal to dogs. The company is one of the world's biggest manufacturers of pet food and as much as 12 percent of its revenue is generated from its Petcare division.
The advert will go out first in Austria this week and the aim is to reach both the dog and their owners.
The concept comes from another campaign in Germany that featured posters with an aroma that would attract canines.
Dr Georg Sanders, a nutrition expert and consumer consultant at Nestlé, said, "Dogs’ hearing is twice as sharp as humans. They can pick up frequencies which are beyond our range and they are better at differentiating sounds."
The first sound is a squeak, like a toy, this will be audible to both humans and dogs. The advert will show a dog pricking his ears up while listening to the squeak (which both humans and dogs can hear), then comes the high frequency tone that dogs can easily hear but humans barely can, then a high pitched ring again audible to humans and dogs alike, reports Daily Mail
Dr Sanders told the Nestle
The reaction of dogs to the sounds in the commercial depends on how the dog and owner play together, and the dog’s individual experience, dogs who often play with a squeaky duck as they are running around with their owner will certainly react most strongly to this sound.
In Nestle's annual report
the company reported first-half sales of £3.4billion ($5.31bn).