Dominos Pizza Ad

GoDaddy isn’t the only company with an ad that went too far this week. Dominos is not thrilled about a leaked Fifty Shades of Grey-style ad that’s making the rounds for its spicy Sriracha pizza. “You’re going to suffer and enjoy every moment,” pledges the ad, which shows a disembodied tongue wearing bondage gear and a ball gag.

The image was so unappetizing (yes, even worse than Domino’s Chicken & Bacon Carbonara), that some assumed it must be fake when it surfaced online Tuesday. EW‘s sister publication People has confirmed the ad was indeed legit, but that it was never actually used by the company. Dominos spokesman Tim McIntyre said the torture-themed campaign image was created and pitched by agency in Israel and then rejected.

“It never ‘officially’ appeared anywhere, because it was ill-advised, unfunny, and not brand-appropriate,” McIntyre said. “In a word, it was stupid … When I first saw it myself, I thought it was a parody, just in time for the premiere of Fifty Shades of Grey.”