Advertising is going to the dogs.

A new ad for Purina’s Beneful Dog Food airing on Austrian TV is using a soundtrack that emits special high-pitch frequencies that can only be heard by man’s best friend. 

Purina hopes the sounds will get dogs to come running towards the screen whenever the ad airs. What about adding in a cat or a squirrel? Basically anything small that moves quickly. That usually does the trick.

Check out the spot below. If you notice a high-pitched sound, you might want to get checked for rabies.

[via Asylum UK]