The advert appears to be a poster for Elwood’s Organic Dog Meat, but later on claims not to be real.
The advert read: “Elwood’s Organic Dog Meat. Delicious Dog, since 1981. Local, free-range, & humanely harvested.
One user wrote: “It took me a while to realise they weren’t talking about high-quality meat for dogs.”
Others weren’t sure the advert was as effective as it was intended to be: “I also don’t understand how they think that’ll work. I’m a prime example of their target audience – eat meat all the time, have no thoughts on going vegan, and kind of get annoyed with these messages.
“However, if they laid out some good facts – ‘having one meat-free meal per week will help reduce x amount of emissions’ etc. I’d be far more likely to think, ‘yeah I probably should give it a go and help out’.
“These things just reinforce the notion that it’s an ideology perpetuated by people who are almost cult-like in their belief.”
Another user said that only now were they realising it wasn’t an advert for dog food: “I’ve seen this ad multiple times on the Tube and I’m only now realising that it’s not an ad for dog food.
“I don’t own a dog, so I didn’t pay it much attention but I remember wondering why they’d proudly show an American flag on a dog food ad when most people’s first thought would be, ‘I’m not feeding my dog the crappy kind of stuff that can get through the America regulations’!”
A final user said they believed that the advert’s secondary aim wasn’t just to get people to not eat meat, but to get shared on social media.
They said: “I don’t think it’s a particularly bad advert. Their main aim was probably to get it shared on social media, so…”
