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Is new Chevrolet ad pawlitically incorrect?

Remember the old Chevrolet commercial — baseball, hot dogs, apple pie and Chevrolet?

Well, decades later, the car company has, for the sake of selling motor vehicles, gotten around to acknowledging another piece of Americana — the dog; specifically, the dog in the pickup truck; more specifically, the dog in a Chevrolet pickup.

And that, they will find out as the new ad airs, if they haven’t yet, is some tricky ground.

It’s one of those topics that raises the hackles of animal welfare activists, some of whom who say under no conditions should a dog be riding in the bed of a pickup , some of whom say it’s acceptable if the dog is crated or restrained, all of whom say riding in the cab would be preferable.

And they are right. For safety’s sake, it probably would be.

Last week, in “Travels with Ace,” the continuing saga of the trip Ace and I are taking across America, we showed you Jake, a golden retriever in Oregon still sporting injuries he received when he tumbled out the back of a moving pickup. We did so without casting judgments or getting preachy, because our road trip is not about how dogs should live in America, only about how they do live in America.

In much of rural America, dogs are still dogs. They roam their property, and perhaps that of other’s, at their will. They chase and sometimes kill wildlife. Some even live, gasp, outside. And they ride in the back of pickups, which virtually all animal welfare organizations will tell you is a bad idea.

The Chevy ad, to its credit, doesn’t show any dogs in the beds of moving pickups, but, even so, I’m predicting it will lead to some lively debate if it airs widely.

On YouTube, it has already started — through Internet comments, gracious and civil as  always.

“Cute video, but I wish Chevy wouldn’t advocate the dogs in the back unless in a crate. Since I have seen a dog fly out of the back of a truck on a busy highway, I am traumatized for life. It should be illegal and is some places for your dog to ride loose in the bed of your truck unless you are on your own dirt road on your property with no other cars around and are willing to pay the vet bill if your dog falls out…”

“If I thought for a second my dog would ever jump out, he wouldn’t ride back there. And he doesn’t on the interstate. But on going into town, on rural country roads, and on my ranch, he will always ride in the back and he wouldn’ t have it any other way. MIND YOUR OWN F***ING BUSINESS FAG…”

“Greatest commercial! Too bad liberal know it all’s have created laws against dogs riding in truck beds! Apparently (like most libs) they know what’s best for us, and will make laws accordingly. My dog will ride in the back forever though, they can suck his hairy nuts…”

Besides reflecting how crass anonymous internet banter can get — how Internet commenting has replaced the punching bag as man’s default mode of venting hostilities — the discourse shows the cultural divide that exists in this country, one that’s not so much conservative versus liberal as it is rural America versus the rest.

It’s a generalization, but many denizens of rural America don’t want the rest of America making rules that govern their access to firearms, or how they raise their dogs — from whether they spay and neuter to letting them ride in the back of pickups.

There’s something to be said for letting a dog being a dog — as opposed to spending life on a leash or in a handbag – but is putting Rover in the back of a pickup letting a dog be a dog? In my view, it’s courting disaster.

Yet, while many experts also advise that dogs in cars be crated or restrained, Ace is traveling acoss the country unrestrained in the back of my Jeep.

Maybe that’s why I don’t come down harder on dogs in pickups; maybe it’s a degree of respect for rural ways; or maybe it’s because the surest way to make people become more entrenched in a bad habit is to tell them they can’t do it anymore.

Comments

Comment from Jami
Time January 1, 2011 at 8:29 pm

Jeez common sense tells you it isn’t a good idea to let your dog ride unsecured in the back of a truck. Would you let a four year old child ride in the truck bed because he or she “enjoyed it”

Comment from Jim
Time January 25, 2011 at 4:24 pm

Sorry Jami but (in case you haven’t noticed) “Common Sense” is dead in America. It was buried along side of “Manners” and “Consideration”.
Unfortunately, becoming a pet owner is too easy, in exactly the same way that getting married is too easy, and sadly, usually with similar results.

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