To me, Rube Goldberg videos must be both the most overused "grab your attention" kind of videos and also the most work to pull off. I don't know if I'll ever get tired of them, really. Awhile back, I wrote a whole post on these things. They lend themselves to immediate attention: how does this one pull it off? Pet food company Purina, who makes Beneful, is the latest to try the Rube Goldberg method, calling it "Dog Goldberg," enlisting the abilities of trained dogs to do just the right thing to keep the action going all in one take. So, while this is nothing new, it's something to take a look at as an example of brands opting out of the traditional ad model when selling product. Hat tip, Gizmodo.
Dog Goldberg Machine by Beneful
This one is a little bit more unusual in that the "machine" is not totally reliant upon perfectly-placed inanimate objects to do just the right thing, it requires trained dogs to get with the program and do just the right thing at the right time. I imagine that was pretty tough, as several of these "turning points" require perfect timing.
Beneful gets it right here: they're a pet food company, so using dogs to power their content is relevant to the ad. They accomplish hitting a couple of internet sweet spots: The Goldberg contraption, which easily lends itself to discussion, and of course, cute animals, especially trained animals, always tend to ramp up the shareability factor.