Aussie pet food label Lyka gets commercial dropped from Netflix after viewer backlash over ‘horrific’ content
Aussie pet food brand Lyka has had its latest TV commercial dropped by Netflix after backlash from viewers over content many would rather not have to endure while eating their dinner.
Titled ‘The Brutal Pick-Up’, the 90-second cinematic style ad follows a dog owner and her pooch around the neighbourhood as eerie music and ominous visual cues seek to unnerve her — and viewers.
However, the real shock comes when the woman falls to her knees upon noticing her dog drop its breakfast, revealing a sloppy mess she ends up smearing all over the footpath and onto her hand as she attempts to clean it up.
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By continuing you agree to our Terms and Privacy Policy.Framing Lyka pet food as the hero, the ad transitions to a more joyful scenario as the brand aims to warn pet owners the dangers of feeding their beloved dogs sub-par or less “fresh” alternatives.
“Real food makes your dog’s poo less horrific,” the brand declares.
However, not all viewers were so welcoming to the ad’s graphic themes, expressing their despair and distaste on social forums before the spot was reportedly removed by the streamer.
“Thanks to this super gross sloppy dog s*** ad, I am never buying this dog brand. I’m so sick of seeing it constantly,” one person wrote.
Another said, “Wtf is this ad. I nearly threw up my lunch when I saw it on TV, can we not?”
Others were far more impressed, throwing their arms around the premium dog food brand and applauding its local originality.
“If you’re not Aussie, you’re not Aussie I absolutely love our humour! Brilliant advertisement! The foreboding ominous build… then the dude who’s been eyeing her every day! Hilarious,” one viewer said.
“The best and most relatable advert for dog owners I’ve seen yet!” another chimed in.
The ad features a cameo by film actor who plays a slightly disturbed jogger.
Produced by creative agency OUTSIDE IN, creative director Analise Burwood said out-of-the-box thinking was required to get people talking.
“As a challenger brand, we can’t afford to be quiet. To break through lifelong dog food habits, we needed a disruptive idea. What’s the best indicator of a dog’s health? Their poo,” Ms Burwood said.
“It’s the honest, gross, and undeniable picture of what’s happening on the inside.”
PerthNow has reached out to Netflix for comment.
