Peta has called on In-Soo Kim, Samsung’s European chief, to remove the ad from the internet because the company should have known better than to “scare sheep half to death … for some passing amusement”.
An accompanying letter reveals that Tesco has asked suppliers not to use sheep dogs to herd sheep because it “stresses” them out. Peta also claims to have research showing that sheep “perform nearly as well as pigs on IQ tests” and have “demonstrated problem solving abilities”.
Perhaps, given the time, the sheep could have made the Samsung ad for themselves? Chunks of the viral were created digitally – although the Viral Factory, which made the ad, is keeping tight-lipped over which bits. “These guys are champion sheep herders, they are the cream of the cream,” said a source close to the project. “There is no way they would harm any of the animals.”