LONDON - A Volkswagen Polo ad, in which a small dog is shown cowering in public, has now received almost 500 complaints from animal-loving members of the public, but will not be investigated.
The Advertising Standards Authority said the commercial, created by ad agency DDB London, has received 495 complaints since it began airing two weeks ago.
The ad watchdog is likely to receive more complaints in the coming weeks, as Volkswagen sticks by its ad, refuting calls to pull it from the airwaves.
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The ASA said it was satisfied the dog's welfare was guaranteed by the presence of an animal welfare officer on the set of the commercial and said it did not breach any of its rules.
The 30-second spot begins with a Jack Russell happily "singing" in the front seat of a car with apparent "Polo confidence" to a soundtrack featuring 'I'm a Man' by The Spencer Davis Group.
The dog is later shown in a distressed state while queuing in a shop with its owner and without the protection of the owner's Volkswagen Polo.
Volkswagen UK claims no animal was harmed in the making of the TV commercial, and says the two dogs used were "highly trained".
The RSPCA has also expressed concerns about the ad, despite receiving assurances the dogs used in the ad were not harmed.
It said: "We have asked how it was filmed and have been told the dog was acting. But we are very disappointed that Volkswagen feel it necessary to portray a dog suffering to sell cars, whether it was genuine or staged."
The ad has been a huge hit on viral video sharing websites such as YouTube and the Viral Video Chart, with almost a million views between both sites.
This is the most ridiculous thing I have read in a long time and proof of all that is wrong with this country. There is so much CGI in the ad, who is to say that the shivering isn't as well. And even if it's real, who cares? I see dogs every day in the street that stand shivering next to their owner.
Sad sad world.
I think your missing the point. Animal wellfare organisations spend their life educating people in the interest of animal and pet welfare.
It is not what has happened to the dog, but what message it sends to the public.
If you worked for the Blue Cross, would you be happy about the portrayal of a frightened dog to sell more cars?
Clearly, many people support this, and its their view to do so. I'd say that makes it a pretty good world.
i think the ad is trying to portray the dog as overly nervous rather than a beaten wreck. then obviously once inside the polo he is confident with him self.
every dog my family have had has always been from a shelter and mis-treatment of animals i strongly disagree with. but f**k me where's folk common sense, and if you're that stupid that you don't get the simplicity of this advert then you shouldn't be writing in to complain.
Joe - I get the point - it's one thing to talk about animal welfare, ie educating on not mis-treating and/or abandoning and and a total other thing to flag up concerns as to whether an animal was mis-treated to behave like this in a VW ad. Who can seriously think DDB would've asked the production company to beat or intimidate this dog to the point that he shivers for the shoot...let's get serious
Ohh come on.
This is ridiculous. How can you even mention mistreating. The dog portrays confidence, not mis-treatment. It says it in big enough letters at the end of the ad no?
This is a really important issue. The use of animals in advertising needs to be more tightly controlled. I don't buy the idea that these animals are highly trained. this is distressing for them.
Let's go all the way here, I don't buy sugar puffs, because I think the "Bear" or Huny Monster was mistreated in the 70's and as for TyPhoo Tea, well that speaks for itself, I mean Chimps riding bikes, and moving pianos .. it's just not right!
Get real people! No harm is done, or has ever been done, if anything, these animals get more love and affection than your average pet. Without that extra Love, Affection and attention, they would not be able to perform.
Mark Doherty
It is in no way mis-treating, as I have a dog and like the dog in the ad he is overly confident in the car but in a public space with lots of people other than the park he is a bit nervous. Obviously I have not mis-treated him in any way, it is just his character!
I think this ad is great and smile every time I see it.
I have shown this to an animal psychologist friend of mine and after close scrutiny of the evidence he concluded that you're a bunch of mawkish sentimentalists
It is in no way mis-treating the dog. I have a dog and just like the dog in the ad, he is overly confident in the car but once in a public space with lots of people, other than a park, he is a bit nervous and shows it at times. Obviously I have not mis-treated him in any way, it is just his character!
I think this ad is great and smile every time I see it. They have done a great job!
The dog is a kicks ass yes, It shows him not being scared or mis treated but happy as a hippo. For instance, I would sing out loud in the car, never mind being confident or not, but when im inside the bank I unfortunately cant do that and would therefore sing to myself to a catchy tune.. ROCK ON VW for such a cool ad... Watch the ad again if you think this is mistreating or animal cruelty.
- 02/04/2008
At least 495 people in this country are sad, sad, sad!!
it's a great advert - screw the sad cases who have nothing better to do than warp its meaning to suit their own pathetic whinging crap statements. I had a dog that shivered like that just by hearing the magic three letter word V-E-T. He certainly wasn't mistreated!!!!
My only problem with the ad is that (and contrary to what the article here says) it is not the Spencer Davies Group version, where Steve Winwood's voice is far better than that in the ad. I suggest anyone who has not heard the original does so if they like the version on the ad, as the original is far better quality...
Personally, I smile every time I see the ad. Lots of dogs aren't confident in public, but are otherwise happy and carfree with their owners. Woof on, VW!
Carfree?! I don't think dogs can afford cars. hmmm - maybe this results in feelings of inadequacy and hence a lack of self-assurance, resulting in nervous shivers...
the way is clear - cars for dogs! VW leads the pack for canine confidence
I DO think this dog has been taking cocaine. Like a big part of actors do. He may be a good actor, but if he does drugs THIS is true molestation.You people didn't noticed that? Gosh... :D
It's a great ad with a strong strategy. Next thing people will start complaining about the Cadbury's gorilla. I personally despise the twats who complain. Sure if the dog is kicked around by the english football team then placed in a microwave for 10 minutes, then complain.
Maybe people should focus on more important things like when the dog will release his single.
Is this a joke i think not...any creative ingenuity is set to be taken away from marketers. Why are these people offended? Dont dogs shiver? It will be an emotionless world soon! Thanks guys get a life
I think the reason people are complaining is because of the perception it gives. I'd like to think the good british public have enough about them to realise that the dog hasn't actually been mistreated, but it is quite upsetting seeing a dog in such a state, to an extent where he shivers. How would we all react if a child was portrayed in this way? Would we not feel a bit sad for him/her?
This is ridiculous! I have been a vegetarian all my life. I love animals. Yet complaining about this add is the most ridiculous thing in the world. Some people have too much time in their hands, honestly!
I have to say I think this will be my favourite ad of the year. Brilliantly executed, huge stand-out, and bags of smiles. VW would never do anything to harm an animal to make an ad. Surely. If they did, they should be hung out to dry, but I'll assume they didn't and just love that ad.
I love this ad and I think its pathetic how people have complained. Ive had my jack russell for nearly 17 years now. He has always lived a great, exciting, happy life but has never once stopped trebling through out it! I thought it was just something jack russells did. o ther peoples jack russells are the same too. Even when he went to the vet and was put under anesthetic the vet thought it was funny, once he was under she still had to wait another 20mins for him to stop trembling before she could start
Comments
Helge Gruttke - 02/04/2008
This is the most ridiculous thing I have read in a long time and proof of all that is wrong with this country. There is so much CGI in the ad, who is to say that the shivering isn't as well. And even if it's real, who cares? I see dogs every day in the street that stand shivering next to their owner. Sad sad world.
joe woollen - 02/04/2008
I think your missing the point. Animal wellfare organisations spend their life educating people in the interest of animal and pet welfare. It is not what has happened to the dog, but what message it sends to the public. If you worked for the Blue Cross, would you be happy about the portrayal of a frightened dog to sell more cars? Clearly, many people support this, and its their view to do so. I'd say that makes it a pretty good world.
Graeme Longstaff - 02/04/2008
i think the ad is trying to portray the dog as overly nervous rather than a beaten wreck. then obviously once inside the polo he is confident with him self. every dog my family have had has always been from a shelter and mis-treatment of animals i strongly disagree with. but f**k me where's folk common sense, and if you're that stupid that you don't get the simplicity of this advert then you shouldn't be writing in to complain.
B Agotcha - 02/04/2008
Absolutely ridiculous. The stupidity of the British public never fails to astound me.
Mark Smith - 02/04/2008
That dog is a pretty good actor
Helge Gruttke - 02/04/2008
Joe - I get the point - it's one thing to talk about animal welfare, ie educating on not mis-treating and/or abandoning and and a total other thing to flag up concerns as to whether an animal was mis-treated to behave like this in a VW ad. Who can seriously think DDB would've asked the production company to beat or intimidate this dog to the point that he shivers for the shoot...let's get serious
Ross Mc Currach - 02/04/2008
Ohh come on. This is ridiculous. How can you even mention mistreating. The dog portrays confidence, not mis-treatment. It says it in big enough letters at the end of the ad no?
Hal Clarke - 02/04/2008
This is a really important issue. The use of animals in advertising needs to be more tightly controlled. I don't buy the idea that these animals are highly trained. this is distressing for them.
Seumas Grey - 02/04/2008
Get back to work. The lot of you.
Mark Doherty - 02/04/2008
Let's go all the way here, I don't buy sugar puffs, because I think the "Bear" or Huny Monster was mistreated in the 70's and as for TyPhoo Tea, well that speaks for itself, I mean Chimps riding bikes, and moving pianos .. it's just not right! Get real people! No harm is done, or has ever been done, if anything, these animals get more love and affection than your average pet. Without that extra Love, Affection and attention, they would not be able to perform. Mark Doherty
ronnie blogsville - 02/04/2008
Never under-estimate the predictability of stupidity. Makes me want to emigrate... anywhere!
Dorianne Dos Santos - 02/04/2008
It is in no way mis-treating, as I have a dog and like the dog in the ad he is overly confident in the car but in a public space with lots of people other than the park he is a bit nervous. Obviously I have not mis-treated him in any way, it is just his character! I think this ad is great and smile every time I see it.
Archie Strang - 02/04/2008
I have shown this to an animal psychologist friend of mine and after close scrutiny of the evidence he concluded that you're a bunch of mawkish sentimentalists
Dorianne Dos Santos - 02/04/2008
It is in no way mis-treating the dog. I have a dog and just like the dog in the ad, he is overly confident in the car but once in a public space with lots of people, other than a park, he is a bit nervous and shows it at times. Obviously I have not mis-treated him in any way, it is just his character! I think this ad is great and smile every time I see it. They have done a great job!
CHRISTOPHER BETLEY - 02/04/2008
The dog's not suffering, except for a lack of confidence!
Ross Jackson - 02/04/2008
Fantastic. It never ceases to amaze me the things that the British public will complain about.
Brian Wiltshire - 02/04/2008
The dog is a kicks ass yes, It shows him not being scared or mis treated but happy as a hippo. For instance, I would sing out loud in the car, never mind being confident or not, but when im inside the bank I unfortunately cant do that and would therefore sing to myself to a catchy tune.. ROCK ON VW for such a cool ad... Watch the ad again if you think this is mistreating or animal cruelty.
- 02/04/2008
At least 495 people in this country are sad, sad, sad!!
Chris Smith - 02/04/2008
I agree with Mark Smith - that dog is a damn good actor.
Andrew King - 02/04/2008
it's a great advert - screw the sad cases who have nothing better to do than warp its meaning to suit their own pathetic whinging crap statements. I had a dog that shivered like that just by hearing the magic three letter word V-E-T. He certainly wasn't mistreated!!!!
Sophie Hazelhurst - 02/04/2008
get a f*ckin' life britain! i love this ad!
doug laird - 02/04/2008
My only problem with the ad is that (and contrary to what the article here says) it is not the Spencer Davies Group version, where Steve Winwood's voice is far better than that in the ad. I suggest anyone who has not heard the original does so if they like the version on the ad, as the original is far better quality...
Claire Rogerson - 02/04/2008
Woof.
Erkan Ibrahim - 02/04/2008
A singing dog!!!! That's amazing, can he speak full english as well???
Jeremy Lee - 02/04/2008
I'd like to complain that it's an absolutely appalling ad compared to the rest of the best of the body of VW work.
Karina Jaya-Ratnam - 02/04/2008
Personally, I smile every time I see the ad. Lots of dogs aren't confident in public, but are otherwise happy and carfree with their owners. Woof on, VW!
Felicity Bush - 02/04/2008
Carfree?! I don't think dogs can afford cars. hmmm - maybe this results in feelings of inadequacy and hence a lack of self-assurance, resulting in nervous shivers... the way is clear - cars for dogs! VW leads the pack for canine confidence
Olivier Mermet - 02/04/2008
I DO think this dog has been taking cocaine. Like a big part of actors do. He may be a good actor, but if he does drugs THIS is true molestation.You people didn't noticed that? Gosh... :D
Alex Goldberg - 02/04/2008
It's a great ad with a strong strategy. Next thing people will start complaining about the Cadbury's gorilla. I personally despise the twats who complain. Sure if the dog is kicked around by the english football team then placed in a microwave for 10 minutes, then complain. Maybe people should focus on more important things like when the dog will release his single.
Tom Hallam - 03/04/2008
Is this a joke i think not...any creative ingenuity is set to be taken away from marketers. Why are these people offended? Dont dogs shiver? It will be an emotionless world soon! Thanks guys get a life
Natalie Carney - 03/04/2008
Animal welfare groups never use dog 'actors' in their ads showing malnourished or mistreated pets...Oh, wait a minute, they do!!!
ron coomber - 03/04/2008
Forget the dog...great sound track!!
daniel de souza - 03/04/2008
unbelievable- people have too much time on their hands if they want to have a moan about this. i like the ad and soundtrack!!
Davinia Hamilton - 03/04/2008
I think the reason people are complaining is because of the perception it gives. I'd like to think the good british public have enough about them to realise that the dog hasn't actually been mistreated, but it is quite upsetting seeing a dog in such a state, to an extent where he shivers. How would we all react if a child was portrayed in this way? Would we not feel a bit sad for him/her?
Rosa Martinez - 03/04/2008
This is ridiculous! I have been a vegetarian all my life. I love animals. Yet complaining about this add is the most ridiculous thing in the world. Some people have too much time in their hands, honestly!
Elliot Messenger - 03/04/2008
Like us!! Top Ad, even my mum loves it!!!!!!
Gellan Watt - 06/04/2008
I have to say I think this will be my favourite ad of the year. Brilliantly executed, huge stand-out, and bags of smiles. VW would never do anything to harm an animal to make an ad. Surely. If they did, they should be hung out to dry, but I'll assume they didn't and just love that ad.
rebecca hughes - 07/04/2008
I love this ad and I think its pathetic how people have complained. Ive had my jack russell for nearly 17 years now. He has always lived a great, exciting, happy life but has never once stopped trebling through out it! I thought it was just something jack russells did. o ther peoples jack russells are the same too. Even when he went to the vet and was put under anesthetic the vet thought it was funny, once he was under she still had to wait another 20mins for him to stop trembling before she could start
Anthoula Nolan - 10/04/2008
Funny how no one's ever asked how they get the kids in the NSPCC ads to cry or look upset...