Canine dental health brand Orapup has released a 4D ad enabling viewers to enjoy a room filled of rowdy pups.
The slot, written, produced and 'directed' by Molio, a new video company, has been published on the Littlstar social portal for panoramic videos.
The tongue-in-cheek interactive video mocks brands' over-reliance on using cuddly animals in their marketing campaigns – by doing exactly that.
Jeff Davis, president and chief executive of Molio, said: "We wanted to a make a cheeky ad that takes a dig at advertising, while at the same time using technology to create a first.
"It seems advertisers these days, irrespective of the product, use every excuse to put a dog in their ad. We love dogs, but we also have an actual product for dogs, so we thought what better way to make a statement than make an ad that is quite simply, a room full of dogs.
"But to make it something unique, we used 360 video technology so that while watching the ad people can change their perspective to focus on any dog in the room that they want."
Check out the video below. Use your mouse and keyboard to scroll around the room.