Netflix bans ‘horrific’ dog food ad that made viewers ‘almost throw up’ — but pet parents say its brutal honesty is genius
A new pet food advertisement airing on Netflix has left viewers disgusted after they complained about its disturbing graphics. The streaming giant had no choice but to give in to its viewers’ demands and ban the ad that apparently made them “throw up.” However, the Creative Director of the dog food company has no regrets, as pet owners were impressed by the advertisement’s brutal honesty about dog health.
The pet food company, Lyka, recently aired its controversial ad, titled "The Brutal Pick-Up: A Dog Poo Horror Story," that shows the plight of dog owners dealing with their pup’s mess. The cinematic ad shows a cheerful woman taking her dog out on a walk, but eerie vibes soon take over. A woman trimming grass and a little girl facing away from the camera, playing with her dolls, also appear, hinting at the chilling themes of the ad. The woman has a sudden suspicion and turns to her dog. She knows something is up as her expression changes, and before she knew it, a loose bowel movement ruined her day. The woman is left cleaning up her dog’s poo outside while a stranger jogs by.
The expressions make it clear that it is an embarrassing encounter before the woman notices a stain on her arm. She lets out a loud scream, and the scene cuts to her home, where she is feeding her dog Lyka pet food. “Real food makes your dog's poo less horrific,” said the ad, promoting their pet food products. “Because when it comes to your dog’s health, the signs are often hiding in plain sight,” the caption on their Instagram post (@lykapetfood) stated. Though well-intentioned, the ad failed to resonate with the masses. General viewers were agitated and repulsed by the context and graphics. “I nearly threw up my lunch when I saw it on TV, can we not?” said @phoebe_chapman7.
As reported by the Daily Mail on Wednesday, November 11, 2025, a viewer pointed out, “The [poo] was too disgusting and the owner’s scream was too horrific … it made me uncomfortable.” Another person claimed, “We change the channel as soon as it begins.” However, a fair share of the viewers, who were also pet owners, resonated with the ad and lauded the pet food company for showcasing reality. “This is the greatest ad of all time, ever,” wrote @p___98__v and @bella.bella.cavoodle noted, “This is epic!” “Hands down the best advertisement I’ve ever seen,” marked @abelle_frenchie_familia. Evidently, opinions clearly clashed amongst viewers and pet owners, but Netflix decided to go by the majority and pull the ad from their streaming service.
Although the campaign was eventually taken down, the brains behind it feel it did what it was made for — to raise awareness about your beloved pet's gut health, despite its unconventional approach. In fact, Lyka's Creative Director, Analise, said the "gross and funny" ad was specifically created to spark a conversation among their viewers. She told News.com.au, the Australian website to originally report the story, that "as a challenger brand" they "can’t afford to be quiet." She explained, "To break through lifelong dog food habits, we needed a disruptive idea. What’s the best indicator of a dog’s health? Their poo."
According to Vets for Pets, changes in a dog’s bowel habits or in the appearance of their poop are a warning sign about the pet’s health. If your furry pal is suffering from poor gut health, Lyka's ad shows a dedicated “Poo Horror Hotline," which connects pet parents with experts, and vet professionals, for further assistance on poo related issues.
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