Pets in the UK are to experience an innovative way of watching television, as Bakers released a high frequency advert on 13th February 2012. The high pitch sounds are set to attract dogs, but will be imperceptible to humans. This technique is aimed at grasping the attention of dogs with high frequency notes that will result in them barking. Bakers are hoping that the reaction of all breeds of dog will intrigue owners to purchase the product, resulting in a boost in sales for the company.
Bakers have been a victorious brand in dog food for many years, being named as one of the UK’s largest dog food suppliers. This is the first commercial of its kind to air on television in the United Kingdom. Testing for the advert took place prior to airing, where 12 dogs reacted well to the noise and even progressed to the television with major interest. Notifications are displayed on the advert for owners to visualise stating, ‘This advert contains special sound effects for your pet.”
A large portion of humans will not hear the high pitched sounds, meaning that the Bakers dog food commercial will not affect, nor irritate pet owners. Aside from the one-minute long advert containing high-pitched frequencies, there will also be noises present such as bell ringing, whistling and barking. This, combined with sounds to intrigue pets, is sure to raise eyebrows, and possibly sales. The commercial is based on a parody version of ‘The Italian Job’, which was a successful 1969 movie starring Sir Michael Caine.