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'Flying' cat in Folksam (Sweden) insurance company ad

'Flying' cat in Folksam (Sweden) insurance company ad

Free-falling felines are stirring up a worldwide kitty controversy. The skydiving cats have some cat-lovers up in arms.

An insurance company in Sweden called Folksam asked its customers to suggest web ads.

Eva, who insures her cat with the company, suggested skydiving cats spelling out her name and putting it to R Kelly’s song “I Believe I Can Fly.”

The company’s marketing department thought it was a good idea, so, they produced the commercial.

Green screen in FOX31 Denver's studio

Green screen in FOX31 Denver’s studio

At one point the flying kitties’ paws touch in a high-5 move. That was one tip-off, but some pet-lovers were upset when they saw it. “This is not funny or cute,” one wrote. Others: “It is cruel.” “That’s disturbing.” “Wrong on so many levels.”

The company’s marketing director assured the world no cats were harmed in the making of the ad.

In fact, no cats flew. People were shot skydiving, and then replaced with cats through the magic of the green screen.

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CNN contributed to this report