I'm not sure if this is the right place to post this or if it is acceptable to post. If it needs to be moved or deleted, I understand.

I admit that I may be oversensitive when it comes to pet loss so please let me know if you feel I am overreacting or if you agree with my feelings. I'm writing regarding the DQ (Dairy Queen) Moolatte commercial that has been airing lately. In the commercial, a woman is grieving the loss of her cat and the man who is pretending to console her can only concentrate on trying to drink the Moolatte that she is holding while he "hugs" her. I feel that it is an insensitive and offensive commercial. Pet loss is a serious subject and the commercial treats it as a joke.

I sent a short message expressing my concerns to DQ using the Consumer Relations option on their website. I received an email from them assuring me that the commercial was not "intended to offend" and that their "national advertising agency that produced the spot aimed for an upbeat and humorous theme". I fail to see the "humorous" and "upbeat" nature of pet loss.

I know that they really did not mean to produce an offensive commercial, no sensible company would. They seemed appreciate the feedback saying, "Your comments have been do%%ented and forwarded to the appropriate IDQ personnel for their review. We want you to know that we are taking your comments seriously and will take them into consideration as we review our advertising plans for the remainder of this
year".

If you have seen and are bothered by the commercial, I encourage you to voice your concerns as well. I wrote to DQ using "http://www.dairyqueen.com/en-US/Consumer+Relations/We+would+love+to+hear+from+you/default.htm" and clicking on the general comment option under the search box.

I hope that I am not being irrational regarding the commercial. I just feel that insensitivity regarding pet loss should not be encouraged or used as an advertising technique.

Sincerely,
Tracy

I know exactly the commercial you are talking about and I, too, was outraged by it! I just saw it last night for the first time, and even my husband said "that' a pretty crude commercial.". So I don't think we are oversensitive about it at all. I'm glad that you told me where to post a complaint, I already told my hubby that I was going to. My first thought on watching it was "how many people out there just broke down from having recently lost an animal," I think it is rediculous that anyone thought that this was a good marketing tactic? What kind of idiots do they have working for their advertising department? I will post my complaint right now, Thank you Tracy.
Kim

I agree that is completely insensitive and unacceptable. I have not seen the commercial you are speaking of but it angers me just hearing about it. I applaud you for letting them know about it. I will try and write them if I get a chance. I belong to another pet loss board and will let them know about it as well. They might be motivated to write as well. As we all know, pet loss is a tragic and horrible loss for anyone to suffer through. For most of us, it is a life altering event that should never be associated with the word "humorous." Good for you!

Caroline

I posted my complaint to them, and it wasn't very friendly, so I think they will get the point. I was visiting a friend in the hospital tonight (she had a baby last night) and was telling her about it as well. Her husband said "I saw that commercial...I thought it was pretty funny!". I don't understand that?!? They are animal loving people that have a dog they care about very much, so how can he find it funny? Anyway, I made my opinion known to the people at DQ, and hope others will,too.
love,
Kim

Thank you for replying and for making me feel supported regarding this issue. I've felt kind of strange since I sent the complaint. A few people that I mentioned it to seemed to think I was overreacting. My boyfriend just doesn't understand why I find the commercial offensive, and he has two cats!

There's nothing funny about the death of a pet, and that commercial really hurts me. Duke was like a child to me and I know that a lot of people feel the same way about their pets. No advertising agency would consider making a joke about the death of a child, and I really don't think it should be any different when it comes to pets. Death is not funny...period!

Thank you again for your support.

Tracy

I can barely watch that commercial without wincing. I always turn on the mute button or change the channel when it comes on. It just brings the loss of my cat back to see the woman grieving, and then I feel so disturbed at the man who is portrayed as so callous that all he cares about is a coffee beverage, not the fact that a beloved animal has died. Why did DQ see this as a humorous situation. I'm glad you spoke up about this. Thanks for providing the email, I am going to write them too.

I've not seen that commercial but I'll write anyway. Thanks for the info.

Lynn

I've seen the commercial, but I've not listened to it as I usually mute commercials. Now that I know what is being said, I too will email my disapproval of them making light of the topic of pet loss.

Thanks for the link.
Kathleen

Yeah that commercial is in very bad taste. I thought of all of you here who have lost a cat, and what you'd think when you see that commercial. I think it is geared towards a male audience of the "only good cat is a dead cat" mentality. Mmmm doesn't that make you want to buy a frozen coffee drink from Dairy Queen?! Fire their advertising agency, now. LOL!

Peace,
Momma of da Punk

Kathleen,
I know this is off subject, but I've noticed you have a new avatar, and you are just killin' me with Shiloh's precious little face . The whole time I am trying to read your post, I keep seeing those sweet little eyes looking at me and I keep getting distracted . I really feel like I can just feel her gentle soul, and I miss her having never known her. I just wanted you to know how she touches me, and although they don't even look alike, I see my Sasha in her eyes .
With love,
Kim

I just saw the commercial you're talking about a few minutes ago.. and then it was on again a few minutes later... It is very bad taste and should be pulled off the air immedietely. How someone could think that is funny is beyond me. How someone could think that's a good selling tactic is so way beyond me. I could come up with a better commercial than that - the rocks in my backyard could have done a better job than that.
I say we all write DQ and let them know we are boycotting them until they pull the ad. It's insensitive and just plain wrong and they will not get a red cent from me until it's never shown again, unless it's on the "worst commercials ever" reel on TV's greatest bloopers.

Two issues about that commercial bothered me - first, he was taking the loss of his girlfriend's cat in an offensive way - second, he showed no care at all for her pain.

What a terrible stereotype.

I sent an email to Dairy Queen and got the following response back (probably the same as was sent to everyone else).

"Thank you for contacting International Dairy Queen, Inc. (DDQ) regarding your concerns with the Dairy Queen commercial featuring our MooLatte Frozen Blended Coffee Drinks. Please be assured that in no way was this commercial intended to offend.

Our national advertising agency that produced the spot aimed for an upbeat and humorous theme. Your comments have been do%%ented and forwarded to the appropriate IDQ personnel for their review. We want you to know that we are taking your comments seriously and will take them into consideration as we review our advertising plans for the remainder of this year.

Thank you again for taking the time to share your concerns with us."

Lynn

Although you may not have very good replies to your letters please do not be disheartened in sending others on issues you feel offended by or that upset you.

i write letter to companys that test on animals and believe that if they are testing on animals then they should say so, wonder how many of their products would sell then?

The point is if enough people write in they have to sit up and listen and i know of big companies that have stopped testing on animals because of public demanding they do so via letters.

We do have a voice, we just have to have enough of us to be heard.

You're right. I've been writing letters about animal testing, etc. for years. Hopefully, all of us together can make a difference.

Lynn

THANK YOU TRACY FOR BRING THIS DQ COMMERCIAL CONTENT TO MY ATTENTION.

I didn't know this, but, Kathleen & I do the same thing -- "Mute the commercials"......)

I will write out a letter this evening, and then I will e-mail it to them.

Pet Loss is a very sensitive and serious issue, and "to make light of it" really pisses me off!!

Thanks again!

Denise

Wow! I didn't expect this many people to respond. I was actually kind of worried that people would just roll their eyes at me when I first posted this . Thank you all so much for caring about it. I agree that something as simple as writing a letter can make a difference if enough people do it. Power to us

Tracy

being in the advertising industry for over 2 decades, i agree the commercial can be seen as insensitive. however (uh-oh), i pretty much believe the commercial is more pointing to the man's insensitivity in regards to the alleged humor than making light of the loss of the woman's pet. keep the letters and emails coming though, because DQ and its agency may yank the spot if enough people complain. at any length, their marketing team will be more respective to advertising they create in the future!

No "uh-oh" necessary I agree completely with you. I can see it both ways... and both ways bother me actually.

I don't like that men are stereotyped as insensitive towards pet loss. Although it seems that the majority of users on this site are female, I'm sure a lot of men are equally sensitive towards pet loss. I've had male friends cry in my arms after losing a pet and they've let me cry in theirs as well. Not all guys are insensitive and it bugs me to see them portrayed as such.

The main thing that bothers me about it is that people who are dealing with pet loss have to be subjected to the commercial, and it can be very emotional. I know that can't always be avoided in advertising. For example, an ad for a children's hospital telethon may show pictures of sick children. As an advertising method, it works. If your child is sick or has died, however, seeing the commercial might be painful. I'm not against such advertising because it's dealt with in a respectful way. The DQ commercial, however, unnecessarily takes a sensitive subject and tries to make a humorous situation of it. I think that's in bad taste.

I don't think that's how DQ meant it to be interpreted but because it bugged me, I voiced my concerns to them. I wrote it because I honestly think businesses want to get customer feedback. They had a previous commercial that included chickens that many customers were apparently concerned about. DQ addresses those concerns on its website under the FAQ's. From what I can gather, people were worried about whether live chickens were used (some were) and how they were treated. In the answer, DQ assures consumers that the chickens were not harmed or in any danger during the making of the commercial. They also state, "After careful consideration, we have decided to cease airing the commercial". Advertising is expensive and if it's going to be ineffective or hurt their company's reputation, they really want to know.

Thank you all for replying and taking action if you felt it necessary. And thank you LS Support for offerring a different slant on the commercial. I think it's important to see all sides of the situation.

Tracy

Lynn,
YEP! Same exact response for me! !
Anyways, my friends husband, that I referred to earlier, asked me another question about it when it came up again tonight. He said "would you be just as angry about it if it were her grandmother she were crying about?". My honest answer was no. I would not have been as angry.... but I would still have been just as disgusted, as either way, it would be in very poor taste. I don't think the loss of any life is something to make light of. I just happen to love animals more than I love people !!
Love,Kim

yep, some of us men are indeed sensitive i have a feeling that the creative team was comprised of mostly men as is the client they serve. so they
"see" things differently than us here. i will write a letter to DQ as well not as a man but as a leader in the pet-loss community (i should have done it
earlier, but just got married and am looking for a new home, so things have been a bit wacky around here).

All I wish to say about this DQ commercial is that the first day I saw it, was the day I had to put my beloved Cosmo to sleep. That was 3 weeks ago, May 24. I hated it then, and I have seen it at least once a day since. I personally believe that both of the people in the commercial were insensitive, not only the man because he wanted that darn Moolatte', but I personally sobbed much harder when I lost my Cosmo, and I didn't even eat for 2 days, so I would not have even been at Dairy Queen. I think this insensitive commercial should be removed, and I too, will write to DQ and express my distaste. For me personally, that damn commercial reminds me of my loss , ( as if I needed any reminders at all).


And to Kim R.- I agree, I also happen to love animals more than most people(but there are a few exceptions, just a few).

I have seen the commercial several times... My husband and I cringed a little the first time we saw it because we had a beloved dog named "Mocha" and it was a little bizarre to hear the guy slip on Muffin's name in such a way. I honestly though never found the commercial to be trying to be callous toward pet loss per se.. but more toward trying to play off of this guy patronizing his 'hysterical' girl friend. Stereotypes. The feel of the commercial is that the same guy would have reacted exactly the same way if the girl had called to say her mother had died. Just the insensitive bone-head gratfication-driven male stereotype. If anything - guys who don't fit the bill should be offended as well.

However! I have gladly written to DQ to express my concerns and to remind their ad execs that the unfairly stereotyped 'hysterical' females (such as myself...) that they have poked fun at are traditionally the mocha latte drinkers in any given group... Good way to alienate your target consumers, guys!

Good luck with this!!!

--pags

I agree with you, Tracy.

I've not seen the commercial either, but to make fun of something as serious and tragic as death--be it a human being or an animal--is simply not responsible advertising.

But then look at the commericals we've been fed a steady diet of from Carls' Jr.?
I'm really sick of companies always thinking they have to blend "sex" with everything in order to sell a product!

Have you seen the "puppy" commercial for one of the major dog foods? It's so adorable.

I'm going to write to Dairy Queen, too!

--Susan
~ a voice for the voiceless ~

I wasreally amazed that DQ was able to show such a commercial. The first time I saw it was before my Diggers passed and I was upset. It's truly amazing what people find acceptable these days.

Just happened to see this thread and I've also emailed Dairy Queen with my views. I've been watching this ad for a few weeks (mute, change channel) and am very happy all here are doing something about it, too, as many voices together send a stronger message. And as Susan Chernak McKelroy said in her book "Animals As Teachers and Healers"....."either all death is important or no death is important". That pretty much sums it up for ME. Glad to see so many of you are being great consumers....way to go!

A general comment: I really hate most ads with animals (even though I chortle about how adorable they are!), as I don't trust that they were treated right (like our local Humane Society 'checking' on rodeo events and claiming it's all okay and ignoring all the injuries and deaths) during the making of the ad. Animal Protection groups can't be everywhere, all the time, despite any disclaimers and who knows what they DON'T see behind the scenes?

There's also an ad for some kind of BBQ sauce where the cow is singing at the campfire, as if he's happy about the condiment that's eventually going to be dressing him after he's gone. It's all too sickening and all ads like this make good, hearty 'fun' of animals' deaths.