The previous record holder was a 1988 commercial for Levi Strauss & Co.'s Levi jeans starring a dead hamster.
A spokeswoman for the Independent Television Commission said the ITC had initially asked Wrigley to run the ad only after 9 p.m. because parents were calling in to say that their children were becoming afraid of the family dog. However, some adult viewers said that the ad had made them physically ill, she said.
Wrigley apologized to viewers in a statement. The company said "Our intention was, and remains, to communicate the benefits of the X.Cite brand in an impactful and engaging manner." AdAge.com QwikFIND aao51o