AFL personality Billy Brownless has drawn criticism for his appearance in a recent advertisement for pet food company Lyka. The commercial, part of Lyka's "Poo on the Ground" campaign, features Brownless observing and commenting on dog feces during what appears to be a simulated Australian Football League (AFL) match.
His Triple M colleague, James Brayshaw, publicly commented on the advertisement, suggesting that Brownless would do anything for money. "People contacting me saying 'Fat' [Brownless's nickname] has put his name to the worst ad in the history of ads being made," Brayshaw stated on the "Saturday Rub" program. Brayshaw also humorously speculated about the financial compensation, implying it would be minimal after taxes.
The advertisement depicts Brownless finding dog droppings on a field and remarking, "What's happened here? There's a dog poo on the ground." He then examines the feces, calling it "glorious" and suggesting it indicates a "healthy diet."
Lyka's Chief Marketing Officer, Cam Luby, explained the campaign's objective was to generate conversation about dog health by not being subtle. "We knew that to get people talking about dog poo, we couldn't be subtle about it," Luby said. "The AFL gives us one of the biggest stages in the country, and 'Poo on the Ground' lets us own a moment that's impossible to ignore."
Luby added that the campaign's boldness is supported by scientific claims that improved stool quality is an early indicator for owners when switching to Lyka. The company aimed to create a memorable moment that would prompt viewers to question whether dog feces had appeared on an AFL field, thereby sparking discussion.
