Cheeky ad from RONA deemed demeaning by Donkey Sanctuary of Canada

A donkey sanctuary in Ontario isn’t happy with the latest advertising campaign from Rona. CTV’s Spencer Turcotte explains why.

The Donkey Sanctuary of Canada is speaking out about a new ad from RONA.

The animal protection organization, located in Puslinch, Ont., says the company’s latest campaign relies on harmful stereotypes.

“Who half-assed this framing?” asks one of the actors in the commercial.

“No one likes a half ass. No one,” replies another worker.

The ad features a handful of contractors complaining about construction projects where corners have been cut.

All of it is emphasized by a donkey missing its back half as it wanders about and overhears the complaints about the so-called “half-assery.”

“Actually, quite stunned and horrified,” was the reaction from Janine Holman, executive director at the Donkey Sanctuary of Canada. “I couldn’t believe my eyes what I was seeing.”

The sanctuary, which houses more than 100 donkeys and hybrids, is now going on the defensive. They say the commercial is demeaning to the animals.

“I actually felt physically ill. It really left me with a very negative and empty feeling,” Holman said.

Part of the reason is the physical characteristics depicted.

“Basically, they’ve taken the donkey and created a disabled creature out of it,” explained Holman.

The ad’s message is that RONA will then help “make it right,” which is the slogan of the campaign. But the sanctuary feels RONA is in the wrong, especially because many donkeys that come into their care have suffered in some way.

“It’s a result of neglect,” said Holman. “For example, if a farmer has acquired a donkey to be a guardian for sheep or cattle, and the donkey is not being a good guardian.”

The stereotypes portrayed, she added, are also false.

“Donkeys are hardworking animals. Donkeys around the world, in Third World countries, are working in the kilns, brickworks, collecting garbage in cities,” Holman said. “They’re smarter than horses, where we deem them as being stubborn or stupid. That’s really not the case.”

CTV News reached out to RONA as well as Courage Inc., which is the agency behind the campaign, but they did not respond by our deadline.

As for the donkey sanctuary, they understand there may not have been malicious intent behind the ad and are trying to shift the focus to education.

They are also reminding people that, when it comes to poor home improvement projects, don’t pin the blame on donkeys.