Super Bowl 2015 XLIX
Jan 28, 2015; Tempe, AZ, USA; General view of Seattle Seahawks and New England Patriots helmets and Super XLIX logo football at Papago Park. Mandatory Credit: Kirby Lee-USA TODAY Sports Reuters: Mandatory Credit: Kirby Lee-USA TODAY Sports

The 2015 NFL Super Bowl XLIX is still days away but the controversies surrounding the match are already pouring in. First, there was “deflategate” involving illegally inflated balls allegedly used by the New England Patriots, and now there are advertising issues. Internet domain registry GoDaddy has been forced to pull out their Super Bowl Ad due to backlash and outrage because of their distasteful use of a puppy in the commercial. [Video below]

The Super Bowl is one of the most-watched events, and as such, advertising space during the program is hot property. The yearly ads gain almost as much attention as the game itself, and this year, GoDaddy hit a big miss with their advertisement.

The company was forced to pull the plug on an ad that they had intended to air during the game after it received a lot of violent reactions from viewers. In the ad titled “Lost Dog,” a puppy jumps off a truck and is left alone in a deserted road. The puppy overcomes obstacles and painstakingly finds its way home. When it finds its way back to its owners, the middle-aged lady is delighted to see it again but quickly drops the bomb. After seeing the puppy who endured the long trek back home, the woman announces that she has sold it on a website she created with the help of GoDaddy. Nascar star Danica Patrick then shows up to pick up the boxed up puppy for shipping.

According to TMZ, there has been some major backlash over the commercial. Animal rights activist group, People for the Ethical Treatment of Animals, more popularly known as PETA, reportedly associated the commercial with “animal mills” or places which use inhumane practices to breed animals that will later be sold. The group also reportedly have an issue with selling pets online and said that someone who would do such a thing is a “callous jerk.”

GoDaddy has since decided to pull the ad and have announced through its CEO that they will no longer air it. The US $4 million slot will still be used by the company, but it remains unclear what will air in place of the erring “Lost Dog” advertisement.

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