Lyka Dog Food Ad Pulled From Netflix After 'Sickening' Complaints
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Australian premium dog food brand Lyka has had its latest advertisement banned from Netflix following a barrage of viewer complaints. The 90-second spot, designed to be provocative, depicted a woman's disgust at her dog's messy excrement, contrasting it with the positive results of feeding Lyka.
Key Takeaways
- Lyka's controversial dog food ad has been removed from Netflix.
- The ad faced backlash for being "sickening" and "disgusting" by some viewers.
- Others praised the ad's honesty and shock value.
- Lyka intended the ad to be disruptive and spark conversation about dog gut health.
A Shocking Campaign
The advertisement, created by independent agency Outside In, opens with an unsettling atmosphere, featuring a woman walking her dog. The scene quickly turns graphic as the dog defecates a "runny, revolting mess" on the footpath. The woman's attempt to clean it up escalates her disgust, leading to a scream.
The ad then shifts tone, showing the same owner happily walking her dog after feeding it Lyka, with the tagline: "Real food makes your dog's poo less horrific."
Polarising Reactions
The campaign generated millions of views online and divided audiences. While some viewers found the ad "sickening" and reported feeling ill or having to "change the channel while eating," others commended its boldness and truthfulness. Comments included "one of the most disgusting ads ever" and "nearly threw up their lunch," contrasted with "Best horror dog food commercial. I was so invested" and "It's fantastic and oh so true."
Lyka's Intent
Lyka's creative director, Analise Burwood, stated the campaign was intentionally provocative. "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."
The brand aimed to break the taboo surrounding canine digestion and encourage pet parents to reconsider their pets' nutrition. They even launched a "Poo Horror Hotline" for owners to discuss their dog's stool quality with vet nurses.
Brand Growth and Future
This controversy coincides with Lyka's rapid expansion. The company is preparing to welcome former Optus marketing boss Cam Luby as chief marketing officer in early 2026. Lyka, co-founded in 2018, has already prepared nearly 100 million fresh meals for dogs across Australia and built two factories to meet demand.
Netflix declined to comment on the matter.