UNDATED (CNN) -- Freefalling felines are stirring up a kitty controversy.
Don't ask these skydiving cats how they pull the ripcord. A Swedish insurance company asked its customers to suggest web ads. Eva, who insures her cat with the company called Folksam, suggested skydiving cats spelling out her name. Putting it to R. Kelley's song was the cat's pajamas.
The high-five midair should have been the tip-off but some pet-lovers were upset leaving one comment, "this is not funny or cute. It is cruel." And "that's disturbing, wrong on so many levels."
But they're wrong says the company's marketing director. Lena Strand says, "I can reassure all cat-lovers that the cats have not been skydiving for real."
A total of five cats starred in the commercial and they never left the studio. People were shot skydiving, and then replaced with cats through the magic of green screen. Need a little windblown fur on 4-year old Sarah? They used a fan.
One person reacted online by posting an aerodynamic cat with the message this kitty don't need no parachute. Actually, skydiving dogs are a lot more common, like Bugsy the pug featured on Animal Planet. He even got stroked during freefall. After the chute opened, he licked his chops. And a Florida rescue dog skydives strapped to her owner. Her owner says, "She has her own oxygen mask, and her own goggles. To her it's the ultimate car window. She loves it."Her tail wasn't wagging, it was flapping.
These skydivers made the leap clutching an inflatable shark which puts some teeth in their jump.
We did dig up one snippet of video of a real cat skydiving. Four years ago a member of a Russian parachute club sewed a jumpsuit for his cat. The cat seemed calm until right before they leaped. But his owner said after they landed safely the owner said: he (the cat) didn't even pee himself unlike a lot of people do the first time they jump.
It's not exactly raining cats and dogs...just sprinkling.