Update 9/6/13: Pearl Izumi has just announced their donation to a Colorado humane society:
We have also made a $10,000 donation to the Boulder Valley Humane Society as a sign of our commitment to the well being of the pets we all love.
Never underestimate a dog-lover, especially when creating an advertisement for a product, reported Thursday's publication of NBC News.
The marketing fail came from Pearl Izumi, a company which makes performance apparel and footwear, when they created an advertisement featuring a dog who appears to have fallen over dead from a heart attack while on a run with his owner.
The intent of the ad appeared to be an effort to show consumers how far they could run in their performance shoes, but the image of a motionless, yellow Labrador retriever receiving CPR, proved to be too disturbing for anything positive to be processed by most people who viewed it.
Angered animal lovers quickly voiced their displeasure, prompting the ad to be pulled, along with an apology from the company.
The following was posted on the Pearl Izumi Facebook page:
We would like to sincerely apologize to everyone for the ad that ran in Canadian Running Magazine.
As most of us here at Pearl Izumi are dog owners, we want you to know we would never, ever do anything to harm an animal.
Please know that we have deleted the ad and removed it from all future publications.
Geoff Shaffer, global marketing director at Pearl Izumi, was stunned by the reaction the ad created; he stated:
Our approach was humorous, and some people didn’t see it that way,”
“There were clearly some people offended by it."
Most of us in the office have dogs, we run with our dogs and we were surprised by the reaction,”
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I am human; if you see a typo, please let me know. Questions, comments or story ideas can be emailed to Eims1@live.com.