I dont think it was cruel. I have only seen the commerical once but I think she was just yelling which if I had a dog (I hope again some day) I would probably holler at him or her too to stop rubbing his/her butt on my carpet. I wouldnt hit him for it. I would make sure the problem was taking care of if attention was needed. Just like if I catch my cats on the table they get the water bottle. I am so mean.