The ad watchdog has dismissed a case against car giant Chrysler following several complaints its ad for Jeep Compass, which showed a dog humping a man's leg, was "smut", "disgusting" and "totally irrelevant".
The ad, which aired on subscription and free-to-air TV, shows a woman at a park with her dog for training classes. After flirtatious eye contact with a male trainer, the woman's dog becomes jealous and begins to hump his leg. The ASB says it received 30 complaints.
One told the watchdog the spot had nothing to do with the product being sold, that it was inappropriate for children and that it should be removed from air. The dog's action was described as "unmentionable" and "not right".
"I cannot believe that in this day and age, a company such as Jeep would think that something this crass would appeal to would be purchasers. This smut has no place for TV, it is disgusting and has nothing to do with the advertisement."
Another said: "Not appropriate for adults to see let alone my four-year-old grandchildren, as it was during kids TV time. I had previously seen the as later in the evening and still thought it disgusting to see."
Chrysler hit back, claiming the action helped the audience understand the dog's "disobedience" and that it was willing "to go to any length to stop his owner from replacing him".
"It is also something that dogs do naturally when they are seeking to assert dominance over another male, be it a human or another dog and is certainly not of a sexual nature as far as dogs are concerned. There are no sexual references intended or sought to be shown," it said.
The watchdog sided with the brand and dismissed the case on the following grounds: "[It] is natural animal behaviour, and although some people may find it in bad taste to show, it is not inappropriate.
"The Board considered, however, that in an open park environment, this type of behaviour could potentially be displayed by any dog and that it is behaviour that could be discussed between adults and children if the need arises and at an age-appropriate level."
The campaign, created by CumminsRoss Melbourne, was a follow on from work last year which depicted a similar narrative. The original campaign was also complained about but dismissed by the watchdog, with consumers arguing it suggested "bestiality".
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