The ad was created by Ogilvy & Mather for online use only, as part of the "evil twin" campaign for Ford's Sportka.
It shows a pigeon flying towards a gleaming Sportka, with a view to depositing a gift on its bonnet. But as the pigeon nears his target, the bonnet of the Sportka pops up and whacks the pigeon away to its death, feathers flying, before closing again and leaving the pigeon on the road.
The ad is hosted at a Ford , which spoofs a horror movie promotion.
A spokeswoman for Ford said that the Royal Pigeon Racing Association has written to Ford complaining about the ad and requesting that it be withdrawn, a request Ford has refused to comply with.
"No animals have been harmed making the ad, and we thought that some members of the public would find it amusing," the spokeswoman for Ford said.
However, pigeon fanciers have not seen it this way. According to a report in the Sunday Telegraph, Peter Bryant, general manager of the association, described the ad as "tasteless".
"Pigeon fanciers get attached to their birds. When they lose one, it is almost like losing a member of their family," he told the newspaper.
There has also been a complaint from a member of the public to the Advertising Standards Authority, although this was because the person felt that the ad would encourage car owners to be cruel and not because of animal cruelty.
Ford has no plans to broadcast the film on television or at the cinema.
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