This post is part of our Ads Gone Bad series. Share your thoughts and memories of this ad in the comments, and be sure to check out our other posts on marketing gone wrong.
Verizon made an ad this summer showing a guy scaling a junkyard fence to get his hands on an LG Dare phone, only to run into two junkyard dogs -- chained and snarling pit bulls. Pit bull lovers didn't like the casual depiction of animal neglect and cruelty. Animal rights groups have been working for a long time to stop people from chaining up dogs in their yard, abusing them and generally using them as a street weapon.
Verizon at first insisted that it would keep running the ad. Then concerned dog owners got the People for the Ethical Treatment of Animals involved. PETA first tried to talk with Verizon and explain why the ad annoyed people: the dogs in the commercial had ears docked in a "fight crop" and pit bulls are the most abused breed of dogs.
Verizon refused to meet to discuss the situation, PETA says. So they put out an action alert. After Verizon got 7,000 e-mails from angry animal lovers, they took down the ad.
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Reader Comments (Page 1 of 1)
9-05-2008 @ 6:44PM
melessa said...
so they cut this one but keep the one with the slut walking on the builing in a dress & heels & making sexual noises like shes so damn frightened that she's gunna fall. at least it makes sense why theres dogs garding something. why the fuck is some bitch dressed up to go climbing outside of a window??
not to mention the dude looks like he's dressed pretty casual, why isn't the girl? hmmm maybe cause the only thing they seem to know how to do is put a girl in a commerical wearing harldy anything.
how 'bout we use those brains & actually think of something clever!???
9-07-2008 @ 5:18PM
Dave said...
What amazes me is that anyone in their right mind could care less about the opinion of a bunch of bored, no life crack pots. PETA is nothing more than a collection of screw balls with nothing better to do than try forcing their warped opinion on everyone else.
I have a question for all the flakes that feel their purpose in life is to give Cockroaches the right to vote. What did you eat for dinner last night? I'm willing to bet it wasn't milk and honey.
9-08-2008 @ 12:08PM
John said...
I don't like PETA, and I'm not crazy about pit bulls either (they have similar temperaments), but cruelty to animals in any context isn't funny: it's the exact OPPOSITE of funny....
9-08-2008 @ 12:50PM
michele said...
I'm glad they pulled that ad, we have a pit bull and it makes it harder for the people who have them who take very good care of there dogs to be able to keep them because all that people see is that kind of stuff on the tv and not the good things that this dog brings
9-08-2008 @ 2:10PM
gnra said...
Dog owners, get a life! There's much more trash on TV we should be really concerned about, instead of worrying about how a dog is depicted in a TV commercial.
9-08-2008 @ 3:38PM
isaac said...
wow, there's a lot of ignorance about pitbulls and animal cruelty on these boards. that's sad. ok, so you have zero compassion for animals, dogs or pitbulls, which is fine i guess. but you should at least understand that the abuse of these dogs is a societal problem that may have consequences for you and your family if it is not addressed and dealt with. these are really the sweetest dogs around when you get to know them like i have, but when they are abused and/or neglected, they are capable of doing a great deal of damage. so at least stay out of our way as we try to deal with the problem rather than sitting on your couches and bitching about how compassionate some people are. thanks a bunch!
9-08-2008 @ 4:12PM
Christina said...
I hate PETA, but I love dogs- and Pit Bull breeds (no, a "Pit Bull" is not a breed of dog). The sorry excuse for a man who said Pit Bulls and PETA have similar temperments would be sorry to say that to my face, because I'd verbally rip him apart with my knowledge vs. his tendancy to spew out ignorance with conviction.
Pit Bull breeds are wonderful dogs and JUST like other dogs! The sooner people stop considering them to be any different, the better. They are loving, loyal, and extremely STABLE dogs known for their clownish and easy going personalities. The media portrays it differently when they get their hands on a story, don't they? What a stigma they've added to the term "Pit Bull" to make the marching ants of this world glue themselves to the TV!
Unfortunately, the media and politicans have used these wonderful and once HIGHLY regarded dogs as scapegoats for ratings and votes to the point that they have tarnished the reputation so bad that a silly commercial actually represents something so significant. As dog, and Pit Bull lovers it's important we show the world just how wonderful these dogs are, and portrayal of them in this Verizon ad, or by Palin's stupid Pit Bull with lipstick comment, and other instances such as this set our progress back a step. If only people were intelligent enough to educate themselves on the issues, these poor dogs wouldn't be wrongfully maligned.
9-08-2008 @ 4:39PM
Donna said...
Just as people talk about cats with claws, so do they discuss Pit Bull breeds. All breeds of dogs have the potential to harm because they are unpredictable animals. I don't care what Christina or anyone else has to say about diminishing the publics' perception, there are many people who use Pit Bull breeds for security reasons, and those dogs are trained to attack and hold their ground. I've had a lovely Pit Bull breed dog, and I've seen many I wouldn't trust my children around. So, get a life, Christine, and pay attention to other more important things than Pit Bull breeds, like maybe, voting.
9-09-2008 @ 2:37PM
terry said...
Interesting reading. From the "Get a Life" to the compassionate animal rights people. I just say that the mark of a truly civilized society is how it treats those who are entrusted to their care. This goes for the elderly, children, the disenfranchised, and yes, the animals. Those who take on the innocent and advocate for them not only "have a life" but I offer have indeed chosen a life filled with integrity. To point out a dangerous and harmful stereotype in an ad depicting one of our society's gross injustices, is opening up your heart. We need more voices. Keep talking.
10-26-2008 @ 8:52AM
Brandilyn said...
Are you kidding me? What about that ad was offensive? NOTHING!! So two dogs are chained in a junkyard. So they happen to be pits. If they were a different breed would you still complain? I think pit owners overplay the whole pit excuse. Yes they can be a violent breed but come on they're dogs. All dogs have strong jaws sharp teeth and run really fast. To be stereotypical is just stupid. PETA needs to back off as well. I am a huge animal lover and found nothing offensive about this ad. Grow Up!!
10-26-2008 @ 9:18AM
Jessica said...
Well this video wasn't really trying to be mean to pitbulls. The video was just trying to be funny about the touch screen phone. But i do understand how some people can get mad about this because pitbulls arent all mean and barking because pitbulls are usually the only kind of dogs used for dogfights and the video is showing how violent a pitbull could be to anyone. And i also understand how people can say that PETA does complain about some pretty ridiculous "cruelty against animals" But i still love PETA beacause they try to help animals and make this world better and safer for pets.
10-26-2008 @ 12:19PM
Paul said...
I dont see the abuse here. I have 2 pits myself. If there were 2 German Sheppards or Pinchers in the add, we wouldnt be commenting on this right now. Personally, I like the add.
10-30-2008 @ 9:26AM
run4cuvr said...
Don't PETA members have something better to do with there time that get all worked up over an advertisement were absolutely no abuse happened? The dogs ran. Oh no. They were angry at someone tresspassing. Gosh darn it, if I get a scary dog with a jaw structure ment to hurt things, i want it to be friendly to tresspassers. I will train them to bring the law breakers tea and scones. Wow PETA. I thought my opinion of your wasteful attempts at helping animals couldn't go any lower.
11-30-2008 @ 6:21AM
Bill Hunt said...
I will never do business with Verizon. Their ads, animal cruelty, violence against women, etc., etc., are over the limit and outrage public decency. If I could file charges I would. Disgusted and outraged, that's my feeling and I urge anyone else who feels the same to take some action against such a company. Thank you.