WHY a Commercial? Feb 9. 2012 | Comments (0)
If you aren’t aware of the hoopla over McDonald’s and Pit Bulls lately, a quick recap: McDonald’s ran an a radio spot in Kansas where it was stated that trying their new McBites was “less risky than petting a stray Pit Bull.” Pit Bull supporters, like myself, were incensed, to put it mildly.
started a fanpage to share the ad with others, it’s at http://www.facebook.com/PitBullsAgainstMCD
several hours after my page was created, McDonald’s pulled the ad and issued a
canned apology, claiming they meant no offense, and they’ll do better next
people are demanding that MCD donate money to Pit Bull rescue groups to offset
the damage done.
one of those people.
thing, there are hundreds of Pit Bull rescue groups in this country, mostly all
deserving and in need of funding. There is not one single large group in the
country that would funnel money to all of the smaller rescues. Forget PeTA,
they actually support breed bans. HSUS thinks mike vick should own a dog again.
Neither of these organizations runs a single shelter. Essentially, there is no
fair and equitable way to distribute funds, and the ad has now been heard
‘round the globe so to give money to one organization that is going to use it
to help animals in their area isn’t really going to cut it.
We are in a unique position to be able to effect change that will set a precedent to ensure
our dogs are never vilified in an ad campaign
again. Verizon did it. Burger King did it. McDonald’s has now done it.
keep it simple kind of person. They created a negative ad, now they should
create a positive ad.
to illustrate the power that a commercial will have on our breed.
Prior to the George Lopez show, the vast majority of Latinos on television were
background characters, and mostly maids, janitors, or gardeners. Because those images
were so common, they became normal for most people. Over time, that normalization
becomes seeped in one’s subconscious. This is one way we form stereotypes. The George
Lopez show was groundbreaking in that it showed that Latino families are just like any
other family. Sad that it took a sitcom to do that, but it did and with great results. It paved
the way for more Latino actors to break into mainstream roles.
Bulls have experienced a similar phenomenon. When they are featured in ads or
shows, they are often portrayed as vicious, aggressive, and dangerous. It’s so
commonplace, that it’s become normal for many people. In fact, it’s so rare
that when we see a Pit Bull not behaving badly on TV, that we celebrate it when
we do find it. Case in point: the Old Navy commercial with the Pit Bull
puppies. And how about news stories? I cannot tell you how many times I’ve seen
the story about the stray Pit Bull in Florida
that saved a woman from a knife-wielding attacker. We love these stories, and
we share them.
problem is, corporations don’t care about Pit Bulls. And we shouldn’t care if
they care about Pit Bulls. We cannot make them care, it’s wasted effort. What
we should care about, and what we can change, is how Pit Bulls are portrayed by
companies when they are trying to profit. No one should profit from the
continued vilification of this breed.
why I am asking for a commercial. Let’s state, loudly and clearly, that it’s no
longer okay for companies to profit from Pit Bull hysteria. Let’s stand
together, and stick together, and demand better for our dogs.
allow McDonald’s to be the jumping off point for a new era of Pit Bulls in the
mainstream. Our fight is not against McDonald’s. Our fight is against the
destruction of our breed through media-fueled negativity.
open the door to positive imagery. Let us embrace those that are willing to
take that step with us, and to feature Pit Bulls being normal dogs, doing
normal dog things.
stands to gain a lot of business from meeting our demands and although they’ve
hurt us, we cannot let those feelings get in the way of progress.
is in a unique position to help pave the way for other advertisers to step
forward and feel the love of the Pit Bull community.
known for being fierce protectors of our breed, and for being fiercely loyal to
the companies that have already shown that they will not play into breed
prejudices. How many of us have been overjoyed to find a small coffee shop that
welcomes our bullies with open arms so we can sit on the patio with our morning
brew, our faithful companion at our feet? What about the cashier at the drive
through that tells you your dog is beautiful and she doesn’t understand why
they have such a bad rap? The pet store that gives your dog free treats? We
love these businesses, and we tell our friends, and we support them and help
We have nothing to gain by continuing a boycott against McDonald’s after our demands are met and everything to gain by inviting them into a relationship with the Pit Bull community. Welcome them with open arms, and prepare to see our favorite breed helping to promote the Golden Arches.
The petition is here: http://www.ipetitions.com/petition/pitbullsagainstmcd sign and share!