Australian premium dog food brand Lyka has had its latest ad banned from Netflix over complaints that labelled it “sickening”, “disgusting” and “horrific”.
The 90-second spot, created with independent agency Outside In and directed by Harry Welsh via Division, opens like a psychological thriller. Eerie music builds as a woman walks her dog before it squats and unleashes a runny, revolting mess across the footpath.
Her attempts to clean it only make things worse, smearing the chaos and sending her into a scream of disgust. Then, a tonal shift. The same owner is shown later, smiling and strolling with her pup after feeding it Lyka. The closing line delivers the punchline: “Real food makes your dog’s poo less horrific”.
The ad has clocked up millions of views online, polarising audiences. Complaints flooded social media and forums, with some saying the ad made them “feel sick” or forced them to “change the channel while eating.”
One viewer called it “one of the most disgusting ads ever,” while another admitted they “nearly threw up their lunch.” But just as many viewers celebrated its shock value. “Best horror dog food commercial. I was so invested,” one wrote, while another praised its honesty: “It’s fantastic and oh so true. Well done, Lyka.”
Lyka’s creative director Analise Burwood said the campaign was intentionally provocative. “As a challenger brand, we can’t afford to be quiet. To break through lifelong dog food habits, we needed a disruptive idea. What’s the best indicator of a dog’s health? Their poo.”
The spot’s horror-comedy tone aims to break the taboo surrounding canine digestion, encouraging pet parents to think differently about their pets’ nutrition. The brand even launched a “Poo Horror Hotline,” where owners can chat with vet nurses about their dog’s stool quality.
“It’s the honest, gross, and undeniable picture of what’s happening on the inside. That made ‘The Brutal Pick-up’ a clear winner. It’s simple, a little gross, funny, and sparks an essential conversation with dog owners,” said Burwood.
“The best campaigns sparks debate. Whether people love it or hate it, if more dog owners learn about the signs of their dog’s gut health and how Lyka can help that’s a great thing,” said Jacque Kelly, creative director at OUTSIDE IN.
“Like any horror movie, it’s not always pretty to watch, but with only 10% of dog owners being aware of how their dogs’ poo relates to their overall health, we needed to shock people into action, and this campaign did just that,” Grace Leat, creative strategy director at OUTSIDE IN, agreed.
The controversy comes as Lyka expands rapidly, preparing to welcome former Optus marketing boss Cam Luby as chief marketing officer in early 2026. Luby, who also sits on the AANA Board, will lead marketing and growth alongside founder Anna Podolsky, who recently ranked #30 on the AFR Young Rich List with a net worth of $220 million.
Podolsky, who co-founded Lyka in 2018 with vet Dr Matthew Muir, said the company’s mission is rooted in disrupting the pet food status quo. “More pet parents are recognising that dogs truly are what they eat and are beginning to challenge the status quo. Cam will spearhead the acceleration of this shift, moving the norm from ultra-processed kibble to real food so dogs can live healthier, longer lives”.
Lyka has already prepared nearly 100 million fresh meals for dogs across Australia and built two autonomous factories to meet demand.
Netflix declined to comment on the matter.
