Deep Focus Creates Doggy-Powered Rube Goldberg Machine for Beneful

Beneful Rube Golberg Machine

Rube Goldberg was an American sculptor, writer, inventor, but he was best known at time as a cartoonist in the early part of the 1920s and 1930s.

One of his cartoon characters, Professor Lucifer Gorgonzola Butts, was famous for inventing outlandish machines to accomplish very simple tasks. Goldberg became so well-known for illustrating these machines that in 1931 that Merriam-Webster dictionary included the word “Rube Goldberg” as an adjective for accomplishing something simple through complex means.

The advertising world has borrowed heavily from the Rube Goldberg machine concept, with dozens of ads and viral clips being created for brands over the years, including ‘The Cog’ for Honda and Panera Bread, and dozens of others.

The latest example, created by New York-based digital agency Deep Focus, with production handed by Quiet Man, for Beneful dog food may may just be the cutest. Dogs are everywhere; tossing “and” catching a frisbee, chasing tennis balls, wagging their tails, or just sitting in a small wagon looking cute as all heck.

[via Mashable]


Huggies’ Pregnancy Belt Lets Dads Feel Their Baby’s Kick

Huggies - Pregnant Dads

Sometimes I can’t decide whether projects like this one are brilliant or ridiculous. Maybe it’s a little from column A, a little from columnb B. What I am sure of is that everyday something wildly creative and unexpected is being produced the ad agencies in Brazil, Argentina and Colombia.

In this case, Ogilvy Argentina and Huggies spent 4 months developing a belt that replicates the baby’s movements and kicks in real-time from the mom’s belly to the dad’s belly. There’s no mention whether the belts would be used beyond the development of this ad.

The belts look a bit silly, but the dad’s in the video look genuinely touched by the experience.

[via Creative Criminals]


Temptations Create “Work It Kitty”, the Ultimate Aerobic Workout for Cats

Temptations "Work it Kitty"

The internet has transformed global communications in ways that no one could have fully predicted, and daily provides over 1.7 billion people worldwide with instant access to… well, cat videos.

Continuing along on the theme of “everything cat”, DDB Chicago has teamed up with Temptations for “Work It Kitty™”, a aerobic workout for your cat purportedly created by professional cat boarders Kate and George of The Best Little Cat House. You can read more about their story at, along with bios of the dedicated cathletes like Banjo, Harley and Mr. Freckles.

If your cat is ready to go — assuming you’ve been able to wake him or her up from his 23.5 hours of daily kitty slumber — then download the track “I Don’t Wanna Dance” by Alex Gaudino ft. Taboo and get started.