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He's a Crunchy nut... advert showing man riding dog sparks fury
Last updated at 11:07am on 13.09.06
Animal lovers are furious Kellogg's has used a man riding a dog to sell cereal
Breakfast food company Kellogg's has come under fire from animal lovers furious about a television advert showing a man riding a dog like a horse.
Nearly 100 complaints have been made against the new Crunchy Nut Cornflakes advert, which shows a very small man finishing work and riding home on the back of an Irish Wolfhound.
Dog lovers say the behaviour in the scene is cruel and could be copied by children.
However, no action is to be taken by the Advertising Standards Authority, which has dismissed the complaints.
It says viewers would be able to spot that the scenes were computer-generated.
In the advert, the man is seen riding the dog home from work. Text at the bottom of the screen reads: "Don't try this with your dog at home."
After the man arrives home, milk is poured on to a bowl of the cereal by what appears to be the dog's paw. The man is then seen sitting at his kitchen table eating it.
A spokesman for Kellogg's said the idea of their advertising campaign was to depict methods of transport that are so unfeasible they defied reality.
Kellogg's said a vet was present at the shoot to ensure the well-being of the animal. It added that no one actually rode the dog.
The Advertising Standards Authority cleared the advert, providing it was shown away from programmes that children could watch.
Reader views (12)
Kellogs is a responsible company and I am sure no one was actually riding on the dog. If that did happen, then the crunch needs to be taken out of that bunch. Dogs Rule!
- Judi Gordon, USA
OK, so you won't have a problem when we send all the dogs that have spinal problems over to your house?
- John, Baltimore
I wonder what they would think about the monkeys actually riding dogs in Taco Johns commercials here in the States.
- Will, Sioux City
I tried to ride the family dog like a pony when I was three. That was 44 years ago. Kids are going to do dumb stuff (that's the short definition of "kid"), no matter what ad they see on TV. Besides, mum or dad should tell them not to do stuff like that - it's not up to a bunch of animal wackos.
- Doc Farmer, Fort Wayne, Indiana
Maybe he should be riding an animal rights activist. What a worthless lot.
- David, Tupelo, MS
There are at least 100 people who need to get a sense of humor and/or a reality check.
- John, Indianapolis, IN
I used to ride an Irish Wolfhound to the bus stop when I was in kindergarten, and it didn't seem particularly cruel.
- John, Miami, FL
Anyone who complains about this is overly sensitive and has too much time on thier hands. Maybe they need to stop watching television.
- C.B., Nashville, USA
These people need to grow up. It is a dog, not the end of the world.
- Faciamus, Boulder, CO USA
Animal activists are such a bunch. I wish they'd put this kind of fervor into causes that are worth fighting for.
- Tim, Dallas, Texas
Sorry, but if you've got a big dog and kids and your kids have not at least thought about riding the dog, I'd be looking into "short bus" schooling for them.
Whose who are complaining are completely out of touch with reality!
- Stan Bartsch, Louisville, USA
If your kids cannot tell the difference between "riding" a dog on TV and reality... you have bigger problems than adverts.
- Steve Wabash, Annapolis, Maryland, USA
