PerthNow reported on 12 November 2025 that Netflix had dropped Lyka’s 90-second dog-food commercial The Brutal Pick-Up after viewers complained about its graphic dog-stool imagery. Lyka’s creative agency, OUTSIDE IN, separately said a major streaming platform had deemed the ad “too horrific for TV.” No direct Netflix explanation or formal ban notice is documented in the cited coverage, so the reported removal should not be treated as a Netflix-confirmed ban.
What happens in the Lyka commercial
The Brutal Pick-Up follows a dog owner walking her dog. Horror-style framing sets an ominous mood before the dog produces a very runny stool. As the owner tries to clean it up, the mess gets worse and she gets some on her hand. The scene then shifts to a brighter setting associated with Lyka food.
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The film’s stated punchline is: “Real food makes your dog’s poo less horrific.” Its gross-out imagery is the central joke as well as the campaign’s way of drawing attention to stool as a possible indicator of a dog’s health.
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PerthNow reported that Netflix dropped the commercial after complaints from viewers. OUTSIDE IN’s campaign page gives a related but less specific account: it says a major streaming platform considered the work “too horrific for TV.” The agency description does not name Netflix, and the coverage cited here contains no direct Netflix statement explaining a decision.
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That distinction matters: the available reporting supports describing the ad as reportedly dropped by Netflix, not as the subject of a formally confirmed Netflix ban. The platform’s reasoning, beyond the agency’s characterization of the content as too horrific, is not established.
Why the campaign used dog poo
Lyka creative director Analise Burwood told AdNews that the brand wanted a disruptive idea to challenge established dog-food habits. “What’s the best indicator of a dog’s health? Their poo,” she said, describing stool as an “honest, gross, and undeniable picture” of what is happening inside a dog. Burwood called the concept simple, funny and a way to start a conversation with dog owners.
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OUTSIDE IN’s campaign background says seven out of 10 dog owners do not know that their dog’s bowel movements are directly linked to what it eats. That is an agency campaign insight; the page does not cite a study or explain its methodology. AdNews also reported Lyka’s claim that 87% of its customers noticed better poos after switching. That is a brand-reported customer figure, not an independently validated result, and the trade article does not provide a methodology.
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How viewers reacted
The examples of comments published by PerthNow show sharply different responses. One viewer wrote, “Wtf is this ad. I nearly threw up my lunch when I saw it on TV, can we not?” Another called it “The best and most relatable advert for dog owners I’ve seen yet!”
Those remarks illustrate why the graphic content could provoke both disgust and amusement, but they are selected individual comments, not a representative survey. The reporting does not establish how many people complained or whether negative or positive reactions were more common.
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When the campaign ran and who made it
AdNews reported that the integrated campaign launched on 9 October 2025 and ran across BVOD, out-of-home, social and digital. OUTSIDE IN says the Halloween-period rollout also included TV, radio, street posters and a screening at Moonlight Cinemas. PerthNow describes the film as 90 seconds long.
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AdNews credits Lyka creative director Analise Burwood, director Harry Welsh, creative agency OUTSIDE IN and production company DIVISION. Lyka’s campaign post also credits Cassandra Do Carmo as brand director, Emily Green as senior creative producer and April Gore as social media lead. Welsh said making the film was “a real joy” and described it as crafting a nightmare.
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