The television advertisement was launched by Bacardi-Martini to promote its Bombay Sapphire gin. The advertisement has received fierce criticism from animal rights group. The Animal Defenders International has accused Bacardi-Martini of cruelty in the making of this advertisement. The advertisement is showing an elephant moving in a hall full of glasses with the gin.
The animal rights group has described this as a ‘disgrace’ for forcing the elephant to perform in its public statement. The organization had called for a boycott of the public product.
The elephant featuring in the advertisement was transported by trailer from a German Circus. On the other hand, the company in response to the criticism said that the animal was treated in a most respectful, dignified and humane manner. The ad was created by New York based Sugartown Creative and the ad was aired in US in mid-2006.
