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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


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, 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, 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

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