'The Brutal Pick-up' - an unexpected horror

Beware - this mini horror-movie is not for the squeamish! Dog parents / walkers / lovers and haters will relate to the 1'30" campaign, which makes a vivid point about the importance of feeding dogs proper food. The Australian company behind it, Lyka, claims that 87% of its customers see improvements in their dogs' poo after switching to Lyka's fresh food regime. The horror film styling builds to one of those scenes you might wish you hadn't seen.... But what do you reckon - effective ad?

Keywords: Lyka 'The Brutal Pick-up', dog food commercials, pet care Australia, Australian ads, Outside In agency