The ad for Wrigley's X.Cite chewing gum has drawn nearly 700 complaints from viewers who said it was offensive and frightened their children.

"Some people said it made them feel physically sick," said a spokeswoman for the Independent Television Commission, which regulates TV adverts.

The commercial, which by computer wizardry shows a small dog coming out of a man's mouth after a heavy night, was intended to highlight the problem of morning-after "dog breath."

Wrigley apologized to viewers in a statement.

"We have taken the decision to replace the advertisement," the company said.