The UK National Lottery’s attempt to show its humorous, witty side has backfired on the lottery company.

Several weeks ago, the National Lottery launched a new campaign, titled “No Chance,” which involves a series of online short films that target both frequent online lottery players and those whose online behavior and profiles are similar to people who play Lotto or EuroMillions online.

But the campaign’s latest video has earned the National lottery not accolades, but vicious tongue lashings from viewers, particularly from animal lovers.

The 30 second video shows a woman tearfully posting “missing cat” leaflets to signposts next to the busy A202 road, which runs through south London.  The woman placed a loving kiss on the photo of her missing 6 year old cat, George, before walking away. Then, a shot of the fast-moving cards, which suggests how the tabby met its fate.