It’s a forgone conclusion that Verizon ads suck and deserve to be pummeled by bitchy ad critics such as those employed at trade rags like Adrants. Oh wait, that’s us. Oops. That would be…leading industry publication Adrants. Now that we have that settled…
It’s official. America has no sense of humor and has become so literal, no one can say anything at all without offending various cause group members who, due to an onslaught of grade school self-esteem-focused curricula which have rendered them incapable of chilling out and enjoying life without looking at it through a microscope.
So what’s all the fuss about this time?
To promote the new LG Dare, Verizon is running a commercial that shows a guy climbing over a fence to steal (?) a Dare which just happens to be sitting on the hood of a car in a junk yard…guarded by pit bulls on chains. Granted, it’s an idiotic concept and a ludicrous scenario but can you tell what the problem is yet? No? OK, let’s spell it out.
The Humane Society, the ASPCA and Real Pit Bull claim the pit bulls are being unfairly represented and inhumanely treated in the commercial. The groups claim pit bulls are not guard dogs and, according to Humane Society Senior Director of Corporate Relations and Promotions (whatever happen to simple titles like Promotions Director?) Kathy Bauch, “perpetuates the idea that it is OK to chain dogs and it is OK to have guard dogs.”
Um, has anyone heard of the term “junkyard dog?” I guarantee you that term was tossed about during the concepting session for this ad. Yes, it’s stupid. Yes, it’s derivative. Yes, it’s lame. But we’re talking about Verizon here; the company that treats men as if they are clownish buffoons and everyone else like doltish caricatures. The only thing that keeps Verizon alive is the fact it has the best network. Without that, it’d be laughed off the planet.
This pit bull ad is just par for the course. It makes perfect sense. They’ve exhausted crapping on people. Now they’ll crap on animals for a while and what better animal the the steretypically maligned pit bull who, some would say, are actually really nice animals though I’ll never, ever get one or go near one. But for the love of Bob Garfield, it’s just a fucking commercial! Chill out, people. Go have a beer. Better yet, a shot of Grey Goose. Then watch the commercial. You might actually like it. Well, maybe not. It’s still a shitty commercial but at least you can get off your high horses and find something better to do with your life.
And, Ad Age, that’s not a metal joke collar. It’s a regular leather collar.
Oh and don’t miss MultiCultClassics’ faux Bob Garfield letter to McCann Erikson complaining about this Pit Bullphobic ad.
