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No Pets Were Run to Death for This Ad
By: Dwayne W. Waite Jr.
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Pets are a precious piece of our global society. Studies done in the U.S. alone have suggested that many people consider their furry friends to be part of the family. Many would choose hanging out with their pet over other humans, some of which may even be actual family members.

So naturally, when a brand shows our four-legged companions in less-than-favorable conditions, outrages ensue and retractions are eminent.

Enter Pearl Izumi. Pearl Izumi wanted to highlight how awesome its new shoe, Project E:MOTION, makes running feel. According to them, it takes the stress away from the knees and helps spread the energy around the leg, making you want to run forever.

Unfortunately, your running partner Fido can't run that long.

Below is the ad that Pearl Izumi ran in Canadian Running Magazine, and that both Consumerist and Media Bistro (Ads of the World) covered.

Is it the best creative or thinking you have ever seen? No. But is it the most offensive? Absolutely not. Also, the part that we think dug the company in a bigger hole was that it paired an educational video with the ad on its site instructing runners what to do in case your pet does actually collapse on the road.

Got to know when the humor goes a little too far.

As dog lovers and owners, we can kind of see the "outrage" about the ad. No dog owner wants to imagine their buddy collapsing on the road because they decided that they wanted to run two more miles. But to be so malicious toward a brand that is supplying you with a product that could help you achieve results, even if they made a slight creative miscalculation, is uncalled for.

Lighten up, folks. 

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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