Home » News » Verizon Wireless - Listened At Last!...

News

Verizon Wireless - Listened At Last!

July 18, 2008, 8:32PM MT

By Denise A LeBeau

Update: Verizon Wireless pulls offensive commercial.

Update: Verizon Wireless pulls offensive commercial.

Pressure from animal organizations and the public, Verizon Wireless does the right thing! Click here for the full story.

The Background Story
The Michael Vick dogs are the perfect example of how Pit bull type dogs are often tortured and neglected, and yet they are able to recover from their trauma and transition to therapy dogs and friendly pets! What they are unable to overcome is the negative stereotype that still surrounds them in every aspect of the media!

The new LG Dare (Verizon Wireless) TV commercial seems to be oblivious to the plight that the Pit bull type dog faces everyday. Abused, neglected, and misunderstood, the Pit bull type dog has been the cause of much sensationalism and negative attention over the years. This recent commercial in a “series” dares a young hipster dude to A) trespass B) steal. But this is the most innocuous part of the commercial – as the scene unfolds the hipster then must outrun two Pit bull type dogs that are obviously A) chained B) aggressive and used as guard dogs. The proverbial ‘junkyard dog’ depicted in this commercial is just about as offensively negative a stereotype that could be portrayed. You would think a major corporation would know better, right?

Know What’s Right

Respect What’s Right

Do What’s Right

Interesting sentiments – these words are from the “Your Code of Conduct” handbook from – guess where? Yes, our friends at Verizon Wireless have pages and pages dedicated to integrity, respect and accountability! How much integrity did it take to play on people’s misplaced fears and perpetuate a stereotype? Where’s the accountability?

Public Relations Dept Can't Understand!
Well, I talked to a Verizon Wireless media relations person, Brenda Raney, after many call transfers throughout their company. I called because I noticed that the YouTube video of the commercial was no longer available and I hadn’t seen the commercial in a few days. I thought perhaps they had known what’s right, respected what’s right and done what’s right, already. Yeah right!

She explained that they have been getting slack from the public about the commercial, but she quickly added that they’ve also been getting compliments on the commercial. When asked what the percentages were between the two camps, she told me that was private information. Also, they had not pulled the commercial from viewing, as they see no reason to. The commercial might run more infrequently because the other “Dare” commercial is in circulation, and that Verizon Wireless had not taken the commercial off YouTube, but they also swap out different commercials to the website, and it could be coincidence.

Brenda shared some of the company's feelings about how they don't see the commercial as a problem, "we didn’t create the commercial to be offensive. Commercials are fiction and people like the commercial...Recognize that the commercial won’t run forever.

We’re listening to the public, we’re taking into account the comments we’re getting. It’s a fictional setting – the dogs in the commercial are actors. The commercials were never meant to be malicious or mean spirited.

We’ll take to heart comments and concerns from the public for future advertising!”

Let’s Turn It Up for Ya!
Verizon Wireless will listen to the public for future advertising tips!
Make a statement: Switch your phone service and tell ‘em why!

Contact Lowell C. McAdam, the CEO and President of Verizon Wireless to let him know that they should practice what they preach in advertising too! Click here to contact him.

Contact their public relations department!

Sign the petition, click here

Join the Stop BSL Community on the Best Friends Network!

by Denise LeBeau, Best Friends staff
image by Clay Myers, Best Friends photographer

Comments

Posted July 19, 2008, 3:21AM by gunzillarules

As the petition author, I must say thank you for picking up on this issue. Verizon must be accountable for perpetuating the tarnished image of the Pit Bull.
Being an owner of so called bully breeds, I take extreme exception to Verizon's depiction of a breed much maligned by negative media perception.
I have recently adopted a beautiful Staffordshire Terrier, and own, or am owned by, a 115 lb. Rottweiler, and another rescue, a 101 lb. German Shepherd. All are part of my family, and loving and devoted companions.
If I may, I would like to add more contact info for Verizon exec's. They are good at passing the buck, as I have found from recent mailings.
Contact info as follows:
Ivan Seidenberg
Chairman & CEO
140 West Street
New York, NY 10007
United States

(800) 621-9900
Fax: (212) 869-3265

Bill Kula, APR

Director-Media Relations

Verizon Communications Inc.

600 Hidden Ridge, HQEO4L37

Irving, TX 75038

972-718-6924 (o), 214-789-1644 (cell), 972-718-0184 (fax)

And this is per Mr. Kula in a response to one of my letters:

Brenda Raney, executive director of media relations for Verizon Wireless. She’s at brenda.raney@verizonwireless.com. 908-559-7518.

Thank you ALL for your support. Those of us who fight BSL and the negative image of this wonderful breed certainly appreciate your help in our fight.

Sincerely,

Renee Brace
www.aspcacommunity.ning.com/profile/Renee

Posted July 21, 2008, 4:57PM by crazysleepingcatlady

I just sent a personal email to Ms. Raney to let her know of my personal take on this issue. As a Verizon customer I would not hesitate in a heartbeat to switch our service away from Verizon.

Perhaps if enough people do the same they might take us seriously and then we'll know that they finally heard us.

Posted July 24, 2008, 10:26PM by Maxie88

I just saw this ad on the TV this evening. I think after all the problems with Vick & his dogs and all the work trying to stop dog fighting, I feel this ad is absolutely monsterous and totally irresponsible. I'm happy to say I do not have Verizon.

Posted July 21, 2008, 11:29AM by gunzillarules

Link to petition at care2:

http://www.thepetitionsite.com/1/make-verizon-accountable

And somehow, Ms. Raney comes across as full of pooh!!

Posted July 26, 2008, 4:57PM by ctcocker

It is with disgust that I write this note in response to Verizon's recent ad showing two chained pit bulls. Successful new product introductions require a marketing strategy that increases awareness. It appears Verizon's ad agency has accomplished this task with no moral compass. SHAME ON VERIZON for exploiting man's best friend. I am appalled that a company of Verizon's caliber would even consider contributing to the sterotype image these innocent creatures are subjected to on a daily basis. I hope in the future Verizon will do an ad more appropriate and in fact, something to promote kindness to animals.

I will be cancelling my personal Verizon cell and my personal air card. I also intend to discuss with my colleagues about changing our corporate partners and dropping Verizon as our carrier.

Posted July 23, 2008, 4:3PM by missydog

The video is currently off YouTube once again!

Posted July 30, 2008, 10:50AM by Kayachka

All,

I received a written response from Verizon saying that the ad had been pulled as of last week. Thanks to all of those who protested!

Posted July 21, 2008, 6:56PM by mijerbear

What about the dobe on the altel add . I think both are bad .

Posted July 22, 2008, 10:18AM by sharkster

I also sent a message to the CEO and signed the petittion and told them that I also would not hesitate to end my contract with verizon because that is how much I love ALL dogs

Posted July 22, 2008, 7:51PM by MartiL

Ad Age reports Verizon NOT pulling the commercial. People need to hit them where it hurts..the pocket book...cancel your service with Verizon!

http://adage.com/article?article_id=129799

Posted July 23, 2008, 5:42PM by scratchtopaz

Verizon also sponsors rodeos! Brenda Raney made it a point to say the Verizon and Verizon Wireless were separate entities, but still! Verizon owns over 50% of Verizon Wireless. The shame of them!!

Posted July 19, 2008, 11:31AM by kathy_g

This just makes me ILL.
I'm SO glad I switched from Verizon last yr, tho now I miss the fun of doing so and telling them it would've been the direct result of this harmful commercial.

Posted July 20, 2008, 6:50PM by marla

Thank you for the info.
The petition is easy to sign,

Posted July 21, 2008, 2:56PM by felis_sapien

Well, this is adding to my desire to switch to AT&T. Not that one company is morally more superior, but 1. I know Verizon produced this, which conflicts with all my knowledge of their ads, which have been harmless humor, 2. To my knowledge AT&T has not done such an ad, and 3. (and this is the materialist part) Verizon doesn't have the iPhone.

I let them know that.

Posted July 21, 2008, 7:19PM by missydog

Verizon is buying Alltel and they probably have the same ad consultants. I think if we can make Verizon get the message, then they will be very careful in future ads using animals and rethink their current ads.

Posted July 26, 2008, 9:1AM by sherylcatmom

Has the ad been pulled? Just received this from the petition site folks:

Dear Sheryl,

You signed the petition, Make Verizon Accountable. Can They Hear Us Now?, on Jul 16, 2008. The petition received 5083 signatures. The petition author, R. Brace and the ASPCA online community, has now closed the petition and posted the results:

Message from the petition author, R. Brace and the ASPCA online community:

---------------------------------

I have just spoken with Steve Schwartzman, Executive Coordinator, who told me that the offensive ad has been pulled in all markets. Thank you to all who signed this petition and made the calls! Mr. Schwartzman was very understanding of our feelings, and admitted that they have received quite a bit of heat over this commercial.
Each and every one of you made the difference.

Thank you again.

Sincerely,
Renee Brace and the ASPCA Online Community

Posted July 30, 2008, 3:12PM by SierrasMom

If Ms. Raney was so proud of the 'compliments' the commercial has been receiving, she wouldn't throw out that 'private information' nonsense.

Being a consumer for many decades, and really liking some commercials, I never once congratulated a sponsor with kudos. How many people do you know who actually do? Few to none.

I seriously doubt Ms. Raney's take on the complimentary comments because what was there to like about it? Grungy looking guy climbing a fence to get into a junkyard with guard dogs. Oh yeah, that's a CLIO award. That makes me want to run out and buy their product. Not.

Why can't companies just say: Yes, we made a mistake...?

Posted July 21, 2008, 4:53PM by sherylcatmom

I've signed the petition. I've completed an email form for Lowell C. McAdam.

Then I called Verizon customer service (that's what the people at the p.r. department link in the story told me to do). The first CSR I talked to actually has a 3-month-old pittie named Gunsmoke, her baby whom she adores, and she was shocked to hear about the Verizon ad. She wasn't sure how to take a complaint like mine, so she got her supervisor on the phone.

When I told the supervisor why I was calling, she said she would forward my message to corporate HQ, but that she agrees that pit bulls are vicious and NOT family dogs. I asked where she'd gotten that impression and she said she'd read the newspaper reports. I explained that an analysis of news stories shows over-reporting of bully dog attacks (including misidentifying non-pitties as PBs) and under-reporting of attacks by other breeds, which contributes to the public's misunderstanding of bully dogs. I also explained about dogs being more likely to attack when they are unneutered and not treated as family members. She took my information and wished me a nice day.

Sigh. I wonder if the CSR & her supervisor will get into it.