People for the Ethical Treatment of Animals, typically a skilled PR organization, suffered a major hit to its media savvy reputation after word emerged that it talked with Vick’s people about the disgraced ex-Atlanta Falcons quarterback serving as spokesperson about the evils of dogfighting. It's like Saddam Hussein doing a travel spot for Kurdistan after he poison gassed the place. After reading the Vick bombshell onAdvertising Age online, this blogger thought he was redirected to The Onion, a favorite satirical site. After a storm of protest erupted on AA's site, PETA backed off. The animal rights group now wants nothing to do with Vick. It has belatedly come to its senses.
What in the world was PETA thinking? Vick doesn’t get released from federal prison until May 20. When he walks from the slammer, it's unlikely Vick will be besieged with product endorsement opportunities.
Vick was sentenced to 23 months for running Bad Newz Kennels and torturing under performing dogs in dog fights. [It’s a good thing Michael wasn’t in charge of doling out punishments for the under performing Falcons.]
There may have truly been a jailhouse conversion, but that's not the point. Time and good deeds heal wounds, not showy image campaigns. A PETA plug would be panned as contrived, crass and opportunistic. Fans know Vick still has a shot at playing in the NFL, though not in Atlanta. A PETA connection would be viewed as nothing more than a ticket back to the gridiron. Why was PETA willing to punch that ticket? Advice for Vick, if you want to show real contrition, volunteer to work in an animal shelter. If not, lay low.
PETA has effectively used “star power” (Pam Anderson, Pink, Kimora Lee Simmons) to promote its causes. It badly overreached with Vick, and must now worry how supporters feel about PETA potentially setting itself up as aiding and abetting the comeback of a convicted dog torturer. Current PETA corporate targets, such as KFC, McDonald's, Lowe's, Kraft and PetsMart, take much comfort in PETA's PR misplay.
There are 29 NFL teams that have a shot of signing Vick. He could be the last hurrah for Al Davis’ bad boy team in Oakland. Just win, baby. The Jets look mighty green at the QB slot. First-round pick Mark Sanchez, the pride of USC, needs time to learn the ropes.
PETA, which once urged the NFL not to reinstate Vick, is now hard-pressed to make that case. After making an overture to Vick, PETA would be two-faced if it staged protests at games played by Vick's next team.
