He's a Crunchy nut... advert showing man riding dog sparks fury

My Account
Logout

Create an Evening Standard Account

Use your social network

Save time by using your existing account to sign in to Evening Standard

We'll never share your information or post anything to your account without your permission

Welcome! Sign in here

Use your social network

Save time by using your existing account to sign in to Evening Standard

We'll never share your information or post anything to your account without your permission

Forgot your password ?

Registration

* indicates fields that are mandatory

Email *

Password *

Confirm Password *

First name *

Surname *

Postcode *

Country *

Mobile phone number

Username *

Gender *

Year of birth *

When you sign up...

You will have access to all our online competitions, discounted offers and can post comments on our site.

You will also receive The Weekender newsletter sent every Thursday - it’s full of fantastic offers and ideas for the weekend. You can update your email preferences in your account page when you log in.

Other newsletters and emails

Homes & Property Newsletter - Yes I want to receive the weekly email with all the latest news on property in the capital

Occasionally we would also like to send you relevant emails detailing specific offers either from ourselves or carefully selected partners. If you would prefer not to receive these then please tick the appropriate boxes below. We will never pass on your details.

I do not want to receive additional offers and information from the Evening Standard

I do not want to receive additional offers and information sent by Evening Standard on behalf of carefully selected partners

Terms and Conditions

* I have read, understood and agree to be bound by the terms and conditions of Evening Standard

Registration

Mail Sent for Registration Confirmation.

A confirmation email has been sent. Please activate your account by clicking on the activation link sent in your mail box.

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.