The 12 Most Insane Dog Reactions To The 'What The Fluff' Challenge

Another month brings another challenge trending on social media.

Sweeping the web at the moment: The #whatthefluff hashtag, a prank of sorts (but a fun and cute one) in which pet owners vanish before their animals very eyes by simultaneously dropping a sheet (or blanket) and stepping out of view or retreating through a doorway.

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The first example surfaced on Instagram earlier in June, when a London woman bamboozled Jax, a Siberian husky with a gorgeous coat and striking eyes, with sleight-of-hand.

"Try this with your pet," she captioned the 21-second video (press play to watch):

Voilà, it's magic — as is that little growl of protest at the end when he pieces together the con.

Racking up a little more than 1.9 million views, the clip quickly spilled over to other platforms like Twitter and Tumblr, where it spawned a host of copycats and drew media coverage from both mainstream news sites and viral aggregators alike.

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And while you could spend days scrolling through them (like this woman, who regrets nothing), we've collected the best of the bunch below.

Note: As with the embed above, hover over the play prompts to watch.

12. And this being the internets, there were also a fair number of people — some without pets (hey it happens) — putting their own unique spin on it.

LOL!

Did we miss your favorite example of the #whatthefluff challenge? Share it with us in the comments below!

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