Dogs watching TV is nothing new. But it usually happens because there's a cat, or another dog, or something that momentarily catches the canine eye... it's "accidental." Whatever it is that is interesting to Fido on the tube was not MADE for him... it was made for US and he just happened to notice. Well in the video above, that dog is watching a commercial that was made made specifically for him (or her... hard to tell from here).

It uses high-pitched sounds like squeaky toy noises and even (they say) sounds that are above the range of human hearing to attract your fur-baby to the TV. [Purina press release]

Morning Express viewers had mixed luck getting their pooches to pay attention:
@AZNightbreed tweeted: Three dogs lying right in front of TV while ad played. No reaction. FAIL!!!
@AmyinAtlanta212 says: My dawgs went NUTS..howling & barkin at that commercial!! the Dachsund is STILL goin..thanks yall...
@DaveInAustin tweeted: Don't know about dogs but that squeaky mouse sure got my cat's attention!

Ultimately of course, the commercial is still for us. Dogs don't have credit cards... so they can't buy Beneful themselves. But you can... and if you saw your dog going nuts over a dog food commercial, wouldn't you think twice about trying it next time you see it on the shelf in the supermarket?