Netflix Pulls Controversial Lyka Dog Food Ad After Viewer Outcry

Australian premium dog food brand Lyka has seen its latest advertisement banned from Netflix following a wave of viewer complaints. The 90-second commercial, titled "The Brutal Pick-Up," depicted a dog owner's distressing experience cleaning up a messy dog poo, leading to a stark contrast with the positive outcomes of feeding Lyka.

Key Takeaways

• Lyka's "The Brutal Pick-Up" ad was removed from Netflix due to negative viewer reactions.
• The ad used a shock-horror approach to highlight the importance of dog gut health.
• Reactions to the ad were polarized, with some finding it "sickening" and others "brilliant."

A Shocking Campaign

The advertisement opens with an unsettling atmosphere, featuring eerie music as a woman walks her dog. The situation escalates when the dog defecates a "runny, revolting mess" on the footpath. The owner's attempt to clean it up results in smearing the mess, culminating in a scream of disgust. The ad then shifts to a more positive scene, showing the same owner happily walking her dog after feeding it Lyka, with the tagline: "Real food makes your dog's poo less horrific."

Polarizing Reactions

The ad quickly garnered millions of views online, dividing audiences. Many viewers expressed strong negative reactions, describing the ad as "sickening," "disgusting," and "horrific," with some stating it made them feel ill or forced them to change the channel, especially while eating. Comments included "nearly threw up their lunch" and "one of the most disgusting ads ever."

Conversely, a significant portion of viewers praised the ad's bold approach and honesty. Comments such as "Best horror dog food commercial. I was so invested" and "It's fantastic and oh so true. Well done, Lyka" highlight the ad's success in sparking conversation and resonating with those who appreciate its unconventional style.

Lyka's Intent and Expansion

Lyka's creative director, Analise Burwood, stated that 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," she explained. The brand aimed to break the taboo surrounding canine digestion and encourage pet parents to consider their pets' nutrition more closely. Lyka even launched a "Poo Horror Hotline" for owners to discuss their dog's stool quality with vet nurses.

The controversy coincides with Lyka's rapid expansion. The company is preparing to welcome former Optus marketing boss Cam Luby as chief marketing officer and has already prepared nearly 100 million fresh meals for dogs across Australia, supported by two autonomous factories.

Netflix has declined to comment on the removal of the advertisement.

Sources

• 'Sickening': Lyka Dog Food Ad Banned From Netflix, B&T.
• ‘Disgusting’: Aussie brand cops ban over ad, News.com.au.
• Netflix drops ‘horrific’ Aus pet food ad from screens, PerthNow.
• Aussie pet food label Lyka gets commercial dropped from Netflix after viewer backlash over ‘horrific’ content
  | PerthNow, PerthNow.