We’ve all heard of Rube Goldberg machines, the over-complicated contraptions made famous by Looney Tunes cartoons. But the fine folks at the Beneful dog food company have taken it one step further: the Dog Goldberg machine!

Normally when a company makes a shameless play for viral video fame, it’s pretty transparent and desperate. This one, however, manages to combine three things the Internet loves: complexity, cleverness, and puppies in a little red wagon… Now that is beyond adorable.