I headed over to Mark’s site to see both ad’s in action, and well… it just looks like a stuck record – just skipping over and over and over.

..surely a better execution of this concept is in order?

Thanks – don’t worry, as I said to Cynthia, “I didn’t mean that Intel really were being cruel – just that the looping of the video had the effect of making it look that way”. And, I do start my post with “OK so not really” and finish my post with “of course I know it’s not real and the dog probably only did that walk once or twice”, so in no way was I inferring that Intel are actually cruel.

I still think the repeated pacing LOOKS like animals which have gone insane as a result of being in a small cage though! This post was meant as a critique of the creative implementation, not a critique of Intel the brand.

The image you’re referring to on my Flickr was of somebody else holding a crab, not me – I would have left it alone.

Not sure of your reason for insult though – ‘lame comments’?

That’s a pretty sensational page title. I was part of the team that made those ads and I can assure you the dog had a really enjoyable day. She came with her trainers, an entourage of dog friends to keep her company, with the shoot co-ordinated by a specialist in filming animals. We oganised all the movements to be in line with her natural behavior.

It’s unfortunate that the combination of bars and pacing translated into a negative experience for you. That was unforseen, especially as you read the intention of the ad correctly: the protective dog guards the infected computer that has been contained.

The second ad in that campaign has a more playful treatment:
http://www.marklight.co.uk/int_2.htm#a2

After reading your lame comments about the ad I checked out your flickr photos where I came across pictures of you torturing a crab. I mean, i know you obviously didn’t really torture the crab but the picture made you look as if you were and it made really upset.

boo hoo