The “What The Fluff Challenge”, which is currently taking the internet by storm, is not aimed at raising awareness for any special cause, except to remind us of how adorable dogs are (a noble cause just the same).

The challenge has resulted in people from all over the world bamboozling their dogs in the same adorable manner – by pulling a disappearing “magic trick”. All you need is a blanket or towel, a doorway, and a gullible dog to pull off the trick. What’s the trick? It’s essentially peek-a-boo – you hold the blanket in front of you, and then run off to the side and hide as you let it go, making your dog think you disappeared.

The #WhatTheFluffChallenge was started by the London-based Instagram account “siberianhusky_jaz” on June 17. The user posted a video (above) of the prank, and challenged others to do the same. Since then, thousands of posts have cropped up on Instagram, Twitter and Facebook, with millions of people watching them.

The dogs, meanwhile, had mixed reactions. Some responded with genuine shock, while others were a little more relaxed about it.

The most hilarious part of such challenges is often all the failed attempts.

Some even decided to try out the challenge on cats. It did work on some cats, but with most, the reaction was exactly as expected.

And then there were those who extended the prank to other human beings.

To watch more videos from this challenge, just go here or here.

Our advice? Definitely try this at home.