The preview of the Super Bowl 49 ad by GoDaddy, the world's largest domain name registrar, which featured a puppy struggling to find its way home only to be sold instantaneously by its owner moments after it stepped inside their property.
The Super Bowl 2015 ad faced intense criticism on Tuesday from online users as animal rights activists and individual animal lovers urged the company to cancel the commercial, the Chicago Tribune reported.
One of the petitions, created by Helena Yurcho in Change.org, pointed out that the commercial basically promoted the "private breeding/puppy mills while shelter animals wait patiently for their forever homes or worse - to be euthanized." She also disclosed the animals sold online could be purchased by someone operating a fighting ring, or an animal abuser.
"Animal rights are no laughing matter and to portray them as such is cruel and irresponsible," Yurcho urged.
Meanwhile, the Society for the Prevention of Cruelty to Animals posted their intense objection against the ad by pointing out the dangers of buying animals online as well as the implications of the commercial. "If you can buy a puppy online and have it shipped to you the next day, it's likely you're supporting inhumane breeding. #GoDaddyPuppy," the group posted in their Twitter account.
GoDaddy CEO Blake Irving immediately responded to the criticism. He was quick to admit that the ad "clearly missed the mark," referring to the company's aim to produce a "fun and funny" commercial. Irving also expressed his gratitude to the animal rights group for pointing out the faux pas prior to the ads official release.
In a lengthier response, Irving addressed the issue and provided more detailed explanation for the ad that caused quite an uproar both online and offline. The GoDaddy CEO shared that the "responses were emotional and direct." In addition, Irving acknowledged the calls from numerous groups and other private individuals to cancel the airing of the controversial commercial.
"At the end of the day, our purpose at GoDaddy is to help small businesses around the world build a successful online presence. We hoped our ad would increase awareness of that cause. However, we underestimated the emotional response. And we heard that loud and clear," Irving shared in the official statement.
Moreover, Irving disclosed that the puppy in the infamous Super Bowl ad, Buddy, was from a respectable and caring breeder from California. At present, the puppy is part of the company's family and plays the role Chief Companion Officer. Buddy currently resides with one of GoDaddy's long-term employees.
