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Pier 1's elephant ad isn't a hit with PETA
12:00 AM CDT on Friday, May 29, 2009
Using Kamba the elephant in its spring ad campaign has earned Pier 1 Imports Inc. a "Baddy" award from animal rights group PETA.
Kamba was filmed at a Pier 1 store in downtown Fort Worth, not far from the company's headquarters. In the 15-second spot, she looks over an elephant umbrella holder approvingly and then appears in a backyard that's decked out with new furniture and accessories from Pier 1.
PETA received a "deluge of complaints from viewers" who opposed the training and use of exotic animals "just for a few laughs," said Kristie Phelps, a PETA spokeswoman. She said Pier 1 refused to pull the commercial, which stopped airing Memorial Day weekend.
Pier 1 spokeswoman Kelly Keenum said the company followed accepted procedures, hiring a third party to monitor the elephant's treatment. Pier 1 hired the American Humane Association, which provided a letter verifying that Kamba was treated humanely.
This year, PETA has replaced its Litterbox and Glitterbox awards with the Baddy and Goody designations. PETA recently awarded Kia Motors a Goody for its hamster commercial because the furry critters are computer-generated.
Mutual of Omaha and Ask .com received Goody awards for promoting animal shelters. Kraft and Sprint received Baddies for using chimps in ads.
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