Their NEW Christmas ad is out and storming the world as the cutest thing of all time.
This ‘cute’ commercial shows puppies, kittens, bunnies, ducklings and more all looking festive. So what’s wrong with that I hear some say…
Firstly – advertising sweet, baby critters at Christmas time is a sure fire way to get kids in the mood for a new bundle of joy. Xmas lists all over the world will now have livestock added to them (and some Santa’s will have to search very hard indeed for a baby narwhal).
ANIMALS ARE NOT TOYS!
None of the good charities, rescues or veterinary organisations recommend giving pets as presents. In most cases – its a one way ticket to the rescue shelter in the New Year.
Secondly – the handling of these poor creatures is awful. Forced to lay on their backs, held by children, wearing clothes and sat in tea cups – do I need to say it again…ANIMALS ARE NOT TOYS! This will ultimately result in some kids (and adults) trying to mis handle their pets to re create a cute photo moment. Stressful for the pet, not fun and not cute.
This nicely leads me on the the third biggest problem. The rabbit. Cute? Yes. Fluffy? Yes. Lots of ‘pester power’ from the children to buy one? Yes. should you buy one? NO!
Rabbits do not make good pets for kids. Period. This particular commercial shows the baby bunny forced to lay on its back on the child’s lap. This is actually called ‘Trancing’ or ‘Tonic Immobility’. It is a hugely stressful state for the rabbit. As a prey species, they pretend to be dead when they think they are being attacked by a predator. They lay there, frozen in fear, heart racing and fearing their death. Still think its cute? Studies have proven that their stress hormone levels also increase at this time (blood cortisol levels). The Rabbit Welfare Association and Fund have been tirelessly fighting to get the right info out into the public space to STOP people from handling rabbits this way. This TV ad has successfully put back all their good work by years! Every filming should have a welfare officer on duty to ensure all animals are treated correctly – I wonder if they had one and if so…I wonder what qualifications they hold as clearly many animals were mishandled here.
And lastly – who wants loads of animal hair on their biscuits anyway?
If like me – you feel the McVities Christmas ad promotes cruel mishandling of animals and encourages the sale of innocent creatures, please consider contacting them to politely let them know. I will be boycotting McVities this year and encourage others to do so. #boycottmcvities
McVities have released the following statement:
“We can confirm that no animals were harmed in the making of the McVitie’s Victoria Christmas ad. We had a professional vet and handlers
on set overseeing all the filming to ensure the welfare of the animals
was our top priority. The professionals on set have confirmed that in
their opinion the rabbit filmed was absolutely not in a state of tonic
immobility or “trancing”; the camera angles used in the filming are
clearly misleading. However, we understand that the ad could mislead
people into thinking that putting a rabbit on its back is recommended,
when this is not the case. We have therefore taken the decision to
remove this scene in the ad as soon as we can. We’d like to thank anyone
who raised this issue with us and would like to remind the public that
they should follow professional advice as to how to best handle animals
in specific circumstances including from The Rabbit Welfare Association
and Fund – www.rabbitwelfare.co.uk.”
EDIT July 2018
Oxbow have re-released these and they are now available again.
For many years, rabbit owners have been giving the Oxbow Papaya Fruit Plus tablets to their rabbits to help prevent hairball build up. Although, not scientifically proven to help, the anecdotal evidence and owner testimonials are overwhelming with positive results.
These little tablets contain the active enzymes Papain and Bromelain. These enzymes are thought to break down some of the mucus in the gut. They do not break down the fur itself. It is the mucus that binds the fur together inside the gut and this causes the faeces to get clogged with too much hair. This can show as mis-shapen poops or, if particularly bad, will look like a string of pearls. These are very hard for the rabbit to pass naturally and can cause a gut slow down or blockage resulting in an emergency situation.
Unfortunately – Oxbow decided to discontinue these tablets on 1st September 2014 and they have not produced a direct replacement (There are a few still available on Amazon). They now offer the Oxbow Natural Science Digestive Support Supplement which is great…but has not active enzymes in it so is no use for hairball prevention.
But there is another way….
As always, lots of fluids are needed to help a rabbit whilst it is moulting, along with daily grooming. The best brush for rabbits is the cat zoom groom by Kong. It is soft and rubbery so does not hurt or damage the skin like slicker brushes and combs can do. Feed the rabbits their fresh greens / herbs soaking wet as this helps to get more fluids in as well.
Pro C by Vetark is a fabulous product that can be added to the drinking water daily. It contains probiotics that help the gut cope and also extra vitamin C. Rabbits metabolise more vitamin C when they are stressed and moulting is a stressful time. This helps the entire rabbits system cope a bit better during the moult. It can turn the water a shade of green so don’t worry if this happens. Use for a 5-10 day course. This is generally a product that I would always recommend to keep in the cupboard for use at any times of stress of illness.
I have searched around for an alternative enzymatic product and found something that may work. It is a Bromelain supplement called ‘Natures Own’ with no added nasties in it. Each tablet contains 100mg of Bromelain. The Oxbow tablets contained 23mg of Bromelain as well as 2.9mg of Papain and 1-2 tablets could be given daily. This means, if using these ‘new’ Bromelain tablets that are 100mg…you can cut them into quarters thus feeding 25mg per quarter. This can be given as a daily dose and increased to half a tablet (50mg) per day for when the rabbit is moulting.
I MUST stress that I have not tested these tablets in rabbits – but have been looking for an alternative that is as close to the Oxbow tablets as possible. This recommendation is purely based on the fact that these new tablets contain Bromelain in a sufficient dose that almost matches the Oxbow tablets. It is not an exact replacement. You can always discuss this with your vet before use and always stop if any tummy upsets occur.
I would be very interested to hear from anyone does choose to use these and if you notice any improvements.
I stumbled across this very well written blog piece from Steve Dale in Chicago:
Many topics are covered from the origins of the ‘Easter Bunny’ to the plight of modern day rabbits bought as Easter gifts.
Please pop by and take a read.