I’m a huge animal lover. I have two rescue dogs, two rescue cats, and would probably have a houseful if only I had acreage.
But I cannot watch the ASPCA commercial that’s been on the air now for several months. (I’m embedding it below, but I warn you that it’s hard to watch, and might be near impossible if you’re an animal lover. I had to stop it playing on YouTube just so I could copy the link. If you’re sensitive, might just skip it and take my word for it.)
[youtube=http://www.youtube.com/watch?v=9gspElv1yvc&hl=en&fs=1]
It’s been running on the Food Network, which is a favorite TV destination of mine. This whole thing is awful to me for two big reasons.
1) Food Network is losing a viewer on a regular basis, because every time the commercial comes on, I switch channels. And often I forget to switch back. This morning, I’ve switched three times in the last hour, and I now will not go back for fear of running into this spot again.
2) The ASPCA has gone past the line of sympathy and empathy, and crossed into anguish. If I can’t watch the commercial because of how distressing it is, I’m not going to be compelled to stay tuned and give. It’s causing the opposite reaction – complete avoidance, despair, helplessness. That’s not what they’re after I’m sure. And I’ve heard from literally dozens of people who won’t watch the commercial either. Are they giving?
Tugging at heartstrings might have it’s place in advertising, marketing, fundraising – emotional appeal is a cornerstone of strong messaging, and I understand the motivation. But I think there’s a line. I’d be much more likely to get online and give if I saw a spot full of success stories – happy animals moving on to bigger and better lives after being rescued by the ASPCA. Instead, I’m afraid to head to their site lest I be bombarded with horrific images of mistreated animals all over again.
I *know* what the ASPCA does – I’m not ignorant of the mistreatment of animals, it’s harsh reality, and the great strides the ASPCA is making to combat it. But seeing it in all of its brutal reality isn’t making me more likely to get closer to their organization.
So what do you think? Is this spot too extreme for you, or do you think this is just the right message? Are you motivated to give, or to change the channel?
In my opinion, that commercial is a little over the top. It doesn’t so much create an affinity as it does create emotional trauma – there is no sense of “shared grief” that could be ameliorated for both of you if you send a check.
Does it work? Does the ASPCA get enough extra cash to support the expenditures on the Food Network? What does their image/brand look like among people who have watched it?
My guess is they’re missing it with this one.
In my opinion, that commercial is a little over the top. It doesn’t so much create an affinity as it does create emotional trauma – there is no sense of “shared grief” that could be ameliorated for both of you if you send a check.Does it work? Does the ASPCA get enough extra cash to support the expenditures on the Food Network? What does their image/brand look like among people who have watched it?My guess is they’re missing it with this one.
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
Let’s face it, nothing breeds more success, like success. What about demonstrating past successes in a way that earns the viewers interest and desire to be a part of something positive?
I agree that it goes overboard. By focusing on the torment, it leaves me feeling overwhelmed. How can we help all the animals under abuse? There are too many? What could my little paltry donation do to fix THAT big a problem.
By focusing on success stories, I’d feel like this is a problem that can be defeated, even if it’s one success story at a time. I’d feel connected to that sweet pooch in the spot and filled with joy knowing he’s going to have a happier life. I’d feel like my little donation could help save another sweet pup, even if just one. And saving that one would be worth it for me.
Instead of feeling overwhelmed by the enormity of the problem, I’d feel empowered to make a difference in the life of one.
I agree that it goes overboard. By focusing on the torment, it leaves me feeling overwhelmed. How can we help all the animals under abuse? There are too many? What could my little paltry donation do to fix THAT big a problem.By focusing on success stories, I’d feel like this is a problem that can be defeated, even if it’s one success story at a time. I’d feel connected to that sweet pooch in the spot and filled with joy knowing he’s going to have a happier life. I’d feel like my little donation could help save another sweet pup, even if just one. And saving that one would be worth it for me. Instead of feeling overwhelmed by the enormity of the problem, I’d feel empowered to make a difference in the life of one.
I’m with you, Amber. I absolutely *cannot* watch that commercial; it is too upsetting to me. It’s the combination of the visual with that haunting lyric about death that makes it unbearable.
I’m with you, Amber. I absolutely *cannot* watch that commercial; it is too upsetting to me. It’s the combination of the visual with that haunting lyric about death that makes it unbearable.
Honestly, haven’t seen it — I took your word that it would be upsetting. But having read your post and the comments, it seems the ASPCA is wandering into PETA territory, by focusing on suffering and cruelty. Do we need to be aware of it? Yes — but the in-your-face approach fills me with despair.
Honestly, haven’t seen it — I took your word that it would be upsetting. But having read your post and the comments, it seems the ASPCA is wandering into PETA territory, by focusing on suffering and cruelty. Do we need to be aware of it? Yes — but the in-your-face approach fills me with despair.
Amber, thank you for bringing this up! I have two rescue animals (a deaf dog and a cat) and I cannot watch this commercial…it literally brings me to tears. As you said the ASPCA is missing the mark. If I go out of my way to avoid this commercial and turn it off as soon as I hear Sarah McLachlan, how is that compelling me to donate? In fact, I am actually angry with them for using such horribly abused animals as a scare tactic for donations. It’s wrong.
The PSPCA (PA SPCA) is one of my favorite charitable organizations and I really like the way they handle their marketing with good news, stories of animals that have thrived in the shelter and have then gone to good ‘forever’ homes, etc. It’s heartwarming and I look forward to hearing from them each month! Their marketing works!
Amber, thank you for bringing this up! I have two rescue animals (a deaf dog and a cat) and I cannot watch this commercial…it literally brings me to tears. As you said the ASPCA is missing the mark. If I go out of my way to avoid this commercial and turn it off as soon as I hear Sarah McLachlan, how is that compelling me to donate? In fact, I am actually angry with them for using such horribly abused animals as a scare tactic for donations. It’s wrong.The PSPCA (PA SPCA) is one of my favorite charitable organizations and I really like the way they handle their marketing with good news, stories of animals that have thrived in the shelter and have then gone to good ‘forever’ homes, etc. It’s heartwarming and I look forward to hearing from them each month! Their marketing works!
I agree, This commercial is to painful to watch. They play it on CNN all the time too. I always turn the sound down and go to my computer or something.
I agree, This commercial is to painful to watch. They play it on CNN all the time too. I always turn the sound down and go to my computer or something.
I love animals dearly and have 2 rescue kitties. but this has gone too far. I had that song played at my husband's funeral, and shortly after, the commercial came out. Not only is it heartbreaking by itself, but is a constant reminder of my husband's death. Channels I no longer watch because of that commercial are Nick at Night, Family Channel, Spike, Animal Planet, and now HGTV & Food Network. Makes me wonder if the donations can offset what has to now be a huge advertising budget. Enough is enough.
I love animals dearly and have 2 rescue kitties. but this has gone too far. I had that song played at my husband's funeral, and shortly after, the commercial came out. Not only is it heartbreaking by itself, but is a constant reminder of my husband's death. Channels I no longer watch because of that commercial are Nick at Night, Family Channel, Spike, Animal Planet, and now HGTV & Food Network. Makes me wonder if the donations can offset what has to now be a huge advertising budget. Enough is enough.
Are you guys serious? Come on now, that commercial is successful in relaying the horrible pain and trauma inflicted on abused animals to all of us in our comfortable homes with our comfortable families, all of the people who are so far removed from those horrors. Get over it. Abuse is not pretty. Suck it up. My god, you guys sound like a bunch of cry babies. I feel so bad that this “horrible, disgusting” commercial has “pulled” you away from the Food Network. Have you really heard how pathetic you sound? Yes, I have a rescue dog too. Yes, I’m donating to ASPCA. Yes, I’m still watching the Food Network.
Are you guys serious? Come on now, that commercial is successful in relaying the horrible pain and trauma inflicted on abused animals to all of us in our comfortable homes with our comfortable families, all of the people who are so far removed from those horrors. Get over it. Abuse is not pretty. Suck it up. My god, you guys sound like a bunch of cry babies. I feel so bad that this “horrible, disgusting” commercial has “pulled” you away from the Food Network. Have you really heard how pathetic you sound? Yes, I have a rescue dog too. Yes, I’m donating to ASPCA. Yes, I’m still watching the Food Network.
We are so sorry to have lost you as a viewer.
I went to our CFO and requested we pull the spots, as you were “Emotionally Traumatized”.
He’s okay with that, so long as you can make up the shortfall in revenue.
We are so sorry to have lost you as a viewer.
I went to our CFO and requested we pull the spots, as you were “Emotionally Traumatized”.
He’s okay with that, so long as you can make up the shortfall in revenue.
The commercial does just what it was designed to do – tug at your heart ! This is a real issue and is not meant to be sugar coated. We need to educate people about the harsh realites of animal abuse. Yes , the commercial is hard to watch and it makes me cry every time I see it but it also motivates me to do my part . Even if that part is little in comparison to the huge issue – if I can save just one animal from abuse , it is one less that will be abused. I too love animals and have 15 rescue cats at home . I whish I could do more . When my best friend Buddy died last year – 12 year old Cocker Spaniel I became a member of the ASPCA in memory of him . We need to face reality as a society and do what we can for a cause we feel passionate about. In my opinion the commercial is very effective .
i love you
The commercial does just what it was designed to do – tug at your heart ! This is a real issue and is not meant to be sugar coated. We need to educate people about the harsh realites of animal abuse. Yes , the commercial is hard to watch and it makes me cry every time I see it but it also motivates me to do my part . Even if that part is little in comparison to the huge issue – if I can save just one animal from abuse , it is one less that will be abused. I too love animals and have 15 rescue cats at home . I whish I could do more . When my best friend Buddy died last year – 12 year old Cocker Spaniel I became a member of the ASPCA in memory of him . We need to face reality as a society and do what we can for a cause we feel passionate about. In my opinion the commercial is very effective .
I have to turn the channel also. I get so upset it ruins my day. I agree they need more upbeat stories.
Well As I Know the ASPCA Is Fake Do you Know That As Soon As The Animals Come in The Put Them Down For Stupid And Not True Reasons. As For A Kitten The So Say “Rescued” They Put Him Down Not Even For The 3 Minute He Got Here He Got Killed For No Reason Why. They Also Kill Any Dog That Looks Just Like A Pitbull Or Just A Little Like A Pitbull. They Lie About The No Kill Law But They Block The Law So They Can Kill. I mean If You Ask A Kid In Elemantery School In Grades 3-5 They Will Say Its Fake From Just Looking At The Commercial. I My Self Want To Stop Animal Abuse And Donate Food And Stuff But Not To The ASPCA Cause Thats Just Gonna Murder Then And Id Donate To SPCA Instead Since They Are Real. But Do You Know Once When They Wanted To But Down A Dog Named Oreo Which Was An Innocent Dog Another Shealter Wanted To Rescue Him And Give Him A Home But They Ignored It And Put Him Down Even Though He Was Nice And Healthy But The Truth Is ASPCA Is Fake And Is More Terrible Then The People Who Abuse Animals Because The Dont Use A Needle All Then Time They Use More Painful And Cruel Ways To Kill The Animals They Only Use The Needle When Someone Comes To See The Conditions On How They Treat The Animals So ASPCA Is Terrible.
I turn the channel, theres better ways to get my dollar
I want the ASPCA to cease running these ads.
It’s time they were responsible and more honest with their Appeals for money. They won’t get any of mine until they start acting responsibly
It has literally caused my husband severe anxiety attacks and bouts of depression that border on the lines of fearful for him.