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Thursday, September 12, 2013

Dying Dogs in Advertising - Mercy (Friday the 13th Edition!)

Last week, I ran across a story about a huge backlash for an advertisement by Pearl Izumi and thought this topic is suitable for Friday the 13th. On my walks, I have seen Pearl Izumi gear on trail-runners and cyclists. But, I have never encountered a situation like the one depicted below!

Dying Dog with Sapien examining on a trail.
via Pearl Izumi
I have run with my sapiens before, and they can not keep up with me at all! That is why I find this advertisement a bit amusing.

They call me the White Flash!
Sure, it is kind of disturbing to see another canine like myself lying on the floor in agony, but I was not too concerned about it. Sapiens seem to be offended by anything these days, and I do not think Pearl Izumi was intentionally trying to target those particular sapiens. However, maybe they were trying to stir up some controversy to build up brand awareness?

What do you think? Is it too much for your taste?

For more on the story go here: NBC News.



  1. The ad does seem in poor taste. Mr. N can outrun me too. That's why we work on recall so much!

  2. Hello! Adorable dog! I can't really see the add too well but I can't help feel bad for the dog in the picture above. Very cute dog blog!

  3. It certainly stirred up some controversy. Can see there's some black humour in it but as a brand I'm not sure i'd be game enough to go there......

  4. Hey Ruckus, I saw that ad too and since it looked like SlimDoggy Jack lying on the ground there it was a bit disturbing. I know they were just trying to stir up controversy and I try not to let political correctness ruing people's fun...but I think this was out of bounds - at least for me.

  5. On Pearl Izumi's Facebook post:

    "Pearl Izumi/Cycling shared a link.
    September 6 near Boulder, CO
    We made a mistake.

    You love dogs. We love dogs. And, just like many of you, we love to run with our dogs. It’s fun, healthy and brings tremendous joy to the lives of pets and their owners.

    However, the Run Faster advertising that ran in Canadian Running magazine overstepped the bounds of good taste. A lot. And, we offended many of you.

    While it was never our intention to make light of this serious subject, this ad crossed the line and used poor judgment. For this, we apologize.

    Many of you have suggested that we use this as an opportunity to point out the issue and raise awareness of heat exhaustion while running with your pet. We now hear you. As dog owners and lovers we can only hope that something good might come from our mistake, raise awareness of this potentially serious problem and invite you to share the following information with others:



    We have also made a $10,000 donation to the Boulder Valley Humane Society as a sign of our commitment to the well being of the pets we all love.

    Again, we sincerely apologize from the bottom of our hearts. We hope to see you out running soon."

  6. We saw this too, we thought it was pretty cool of the company to acknowledge their poor judgement and make the contribution. Play bows,


  7. Nope mate, no GI troubles. Thanks for stopping by:) Play bows,


  8. We didn't see the ad but heard about it from SlimDoggy. Mom thought it was pretty appalling but we respect Pearl Izumi for acknowledging that they made a mistake.

    My mom took a class in first aid and CPR for dogs, so she takes that stuff kind of seriously. (Humans take too much stuff seriously if you ask me.)

    Yes, I can see why they call you the white flash! GO Ruckus!


  9. We don't take things like this seriously either, but Im glad it also helped bring awareness of something definetly positive in the end.

  10. Wow that's interesting. Thanks for sharing. Glad they acknowledge it

  11. Interesting, but it kind of reminds us of our own home. Mom never wears down, she is not running with us dogs right now, but when she has run with us, there were times we felt like we might fall over, especially my sister that did marathon training with her. She has us dogs totally worn out even with walking and hiking. Still, that ad is in rather poor taste.

  12. I had seen that through SlimDoggy and did not like it at all. I'm glad the company has issued an apology and tried to make it right.

  13. I saw this earlier this week and can't believe that a marketing company thought that this was a good idea. I wonder if they still have this account.

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