Last week, two organizations experienced a public flogging after making business decisions that brought their brands under scrutiny. One (Susan G. Kommen) seemed to be in the headlines constantly (and still are) while the other, McDonald’s, slipped under the radar a bit. I think this is in part due to the fact that McDonald’s recognized their marketing mistake quickly and immediately pulled the ad and apologized.
The radio ad, which promotes McDonald’s new Chicken McBites product, compares risky behavior to “petting a stray pitbull” (as opposed to eating a Chiken McBite). BADRAP was one of the first groups to bring attention to this ad and the message it conveyed.
If you’ve never heard of BADRAP before, it’s a rescue organization that has done much to bring attention to the bad rap pitbulls get. They also help to rehabilitate those that have been used, abused and mistreated. They were there when Michael Vick’s pitbulls were facing a death sentence and they changed how we look at rehabilitating fighting dogs forever.
BADRAP asked dog owners to send in pictures of their stray pitbulls (via Facebook and email) and they would incorporate them into a video message to McDonald’s. I saw it soon after it was posted last night I knew I just had to share it.
It might seem strange to say that I love this video, but I do. I love it for many reasons – the message it conveys, the humor sometimes shared in the messages, the diversity of the dog owners, and the beauty of the love involved in creating it. I love the fact that a video that was designed to do one thing, send a message to McDonald’s, ends up doing another. In this case, showing pitbulls as the cherished family pets they truly are – as seen through the eyes of their loving family members – moms, dads, kids, and canine (and feline) brothers and sisters.
If anyone has any doubt that pitbulls are wonderful pets, then just watch this video and see it for yourself.