VW’s shivering dog spot upsets the British

Here’s the latest U.K. commercial to generate large numbers of complaints: a Volkswagen spot from DDB London showing a dog cowering and shivering—except when he’s riding in a VW Polo, when suddenly he’s brimming with confidence. The RSPCA says: “We have asked how it was filmed and have been told the dog was acting. But we are very disappointed that Volkswagen feel it necessary to portray a dog suffering to sell cars, whether it was genuine or staged.” The Ad Standards Authority says it’s gotten almost 500 complaints since the spot broke two weeks ago, but says the commercial doesn’t break any rules and won’t be pulled.

—Posted by Tim Nudd