Dodge-nitro-electrocutes-a-dog Ad

By: Evander Klum

News of auto commercials requested for removal due to disturbing scenes is not new anymore. It can be remembered that GM's very controversial robot ad has undergone grave opposition from medical and mental groups stating that the robot commercial of GM encourages suicide. The question is: did these mental and medical groups triumph to trash the GM's robot ad? Not really, although they did succeeded in removing the part which they claim is suggestive of suicide.

And now another automaker is placed in the same position only this time it's not about robots or suicide but about a dog that is struck by an electric bolt coming from a Dodge Nitro. The said commercial was posted in YouTube and was running for two weeks before it was brought to Chrysler's attention by a concern consumer who thinks that the ad is disturbing has taken the initiative of informing the automaker.

And last Thursday according to the Reuters' report, the Chrysler Group has apologized for their insensitive commercial. The ad showed a dog urinating on the Nitro's tires and then after was struck by an electric bolt coming from the Dodge Nitro sports utility vehicle. The dog was set on fire and then came the tagline "Charged with Adrenaline". Chrysler said that the ad was exclusively showed on the internet.

The ad was created by BBDO Netherlands for Chrysler in support of its sales in the Dutch market. BBDO Netherlands is part of the Omnicom Group Inc. BBDO Worldwide.

Reuters quoted Chrysler in a statement, "Chrysler Group was dismayed to discover that an advertisement created by an ad agency supporting our Netherlands Market Performance Center goes far beyond the bounds of what the company considers appropriate."

Chrysler the producer of further stated that the ad (as quoted by Reuters) although "fictional yet inappropriate treatment of an animal" and said it was "in extremely bad taste." The automaker also added, "Although European commercials -- especially 'viral' ads like this one -- are often edgier, this one went over the edge," Chrysler said in the statement. The company said it was "investigating the origins of this commercial."

Unlike GM, Chrysler has chosen to completely trash its Dodge Nitro-electrocuting-a-dog-ad and has pulled it out from Youtube. The automaker however did not mention if the ad is also being run on other web sites.

Additional report on Reuters also states that the electrocuting-dog-ad is not the first controversial commercial that Chrysler has. You will be surprise but just last year the automaker was also criticized by gay groups for it's "Anything but Cute" campaign. But that's another news for another time.

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