The clothing giant Glassons has no plans to pull an advertisement which has been slammed by animal rights groups for glamourising animal cruelty.
The video shows a model wearing the company's clothes while riding a bull in a rodeo setting.
Lobby group Save Animals From Exploitation and the Society for the Prevention of Cruelty to Animals say rodeo is a cruel sport, and they want the advertisement taken down.
But Hallenstein Glasson Holdings chief executive Graeme Popplewell said the video was mainly filmed on a mechanical bull and used computer generated images.
He said animal handlers were there when a real bull was needed to ensure that welfare standards were met.