Animal protection groups have raised a howl of protest over an online advertisement for the European arm of General Motors, the world's biggest car-maker, showing a small white dog being thrown out of a car window.
Britain's Royal Society for the Prevention of Cruelty to Animals condemned the internet advert as "sick" and called for buyers of Opels and Vauxhalls to complain.
The so-called "viral" advertising are short videos designed to be distributed by e-mail, but they often court controversy to ensure viewers pass them on to friends.
GM's advert is being prepared for release just a year after Ford, GM's main US rival, had to apologise for a viral advert showing a cat getting its head cut off by a sunroof.
Ford blamed Ogilvy & Mather, its advertising agency, for producing an unauthorised video which was leaked onto the internet. In recompense, Mike Walsh, then O&M's British chairman, spent a day helping Cats Protection with marketing and Ford lent the charity a van for six months.
Volkswagen has distanced itself from another online advert, which shows a suicide bomber blowing himself up but having no effect on the "tough" VW Polo he is in. It was produced without VW's knowledge and leaked after being rejected by VW.
However, GM stood by its advert. Like Ford, GM chose to advertise a car designed to appeal to younger drivers more likely to pass on the video. "No animal was hurt in the making of this ad," said Opel. "We certainly did not set out to offend anybody."
The advert was produced on spec by McCann Erickson while shooting a TV commercial, and GM decided to use it. But the RSPCA said: "They are trying to be clever - this is sick advertising that tries to use a faithful pet as a throwaway gimmick. It sends a brutal 'couldn't care less' message."
The advert, with the catchline "Opel Astra GTC - Men's new best friend", shows a driver using his dog to clean bird droppings off his car, then tossing it into the car - and accidentally out the open far window - before speeding off.
GM's first effort at viral advertising in Europe featured a man spraying urine over other people while dreaming of driving his Tigra cabriolet. It prompted no protest.