• Reuters, Friday, July 20, 2007 11:30 AM

Chrysler has pulled an ad showing a dog going up in flames and apologized for it. Created by BBDO Netherlands, the ad shows a dog being electrocuted after urinating on a Dodge Nitro SUV. The agency is part of Omnicom Group's BBDO Worldwide.

Chrysler says the ad, which "goes far beyond the bounds of what the company considers appropriate," was only on the Internet. "Although European commercials -- especially 'viral' ads like this one -- are often edgier, this one went over the edge," Chrysler said in the statement.

Last year, the company was criticized by gay groups for a Dodge Caliber hatchback car ad in the U.S. that showed a little fairy turning a tough-looking man walking a large dog into a yellow-clad man walking four small dogs on pink leashes in the "Anything but Cute" campaign.

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