Armstrong Pulls Ad After PETA Objections

Lancaster, PA, June 4, 2009--PETA has given Armstrong World Industries a "BADDY Award," saying the company refused its request to pull a television ad featuring a live grizzly bear.

But company spokeswoman Beth Riley said that Armstrong canceled the commercial more than a month ago, directly in response to PETA's request.

"This is pretty shocking. We did what they wanted us to do," said Riley.

Aired on cable channels this spring, the commercial showed a bear resting on a home's hardwood floor and later eating groceries.

PETA said the hardwood flooring commercial prompted "a deluge of complaints from viewers."

Riley said the company received no complaints about the commercial directly from consumers, although it did get form-letter complaints sent via PETA.

PETA said it asked the Lancaster-based flooring maker to act because exotic animals are trained through punishment, fear and deprivation.

Armstrong investigated and determined "that our bear had been treated well. But in the end, it wasn't worth it. So we pulled the ad more than a month ago," said Riley.

Riley said she personally telephoned and e-mailed PETA to notify the organization about the company's decision.