Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

Dogglebox

In an experiment codenamed 'Dogglebox', several high profile Christmas TV adverts were played to a group of dogs. Their reactions, ranging from shifts in posture and eye position to yawns and the occasional pant, were filmed and then analysed for evidence of awareness and emotional engagement. This page includes the film of the experiment along with other associated material.

Project Dogglebox

The testers' reactions were scored for evidence of awareness and emotional engagement, and the results recorded for this film clip:

Please join in the fun by posting photos or videos of your dogs watching Christmas adverts to Dogglebox on Instagram and Vine with #Dogglebox #IPAEff

Our Testers

PaddyFreeze.jpg-(560x315)

Paddy, Cockerpoo (18 months). Owner: Conor Harte, IPA.

Likes: Action sequences. 

Dislikes: Chekhov, Ibsen and anything that involves staying still.

Production highlight: Licking the camera crew.

Ellie-Freeze.jpg-(560x315)

Ellie, Labrador (10). Owner, Kathryn Patten, IPA.

Likes: Julie London jazz soundtracks.

Dislikes: Moving from the sofa.

Production highlight: a close encounter of the furred kind with Paddy.

Duffie.jpg-560x315

Duffie, Lakeland Patterdale (12). Owner: Tessa Gooding, IPA.

Likes: Romantic movies. 

Dislikes: Supermarket quality catering on location.

The Film Crew

Director of photography and film editor: Lewis Coe.
Producer-director, scriptwriter and supplier of canine snacks: Carlos Grande.
Camera operator, head of props and provider of poo bags: Conor Harte.
Camera operator, dog handler: Helen Goddard.
Dog handler:Yasmin Elsworth.
Technical set up: Ralph Lock.

The filming was conducted  with due  regard to the  dogs’ wellbeing, with a plentiful supply of food, water, relief breaks and human hugs.

Thanks to all at the IPA who made this experiment possible.

Last updated 11/02/2015

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

The IPA
© 2017 IPA. All rights reserved. No part of this
site may be reproduced without our permission.