Budweiser Anti-Drinking-and-Driving Ad

What about the dog?
By Karen B. London PhD, September 2014

I have long been a fan of the Budweiser commercials featuring horses, and I love the ads with dogs even more. Without embarrassment, I tell you that I have watched the one that shows a puppy and horse becoming the best of friends a dozen of times at least and gotten misty-eyed with every viewing.

Now, Budweiser has a new commercial emphasizing the importance of the relationship between a man and his dog. The message of the ad is “Don’t Drink and Drive.” It points out that if you don’t make it home alive, your friends will be left waiting forever, and those friends include your dog.

Naturally, I support the message not to drive while intoxicated and agree that it’s wise to spend the night at a friend’s house rather than drive home drunk. However, this ad seems to gloss over the issue of leaving a dog at home alone all evening and all night. It’s great when drinkers act responsibly by staying off the roads, but they need a plan for their dogs when they can’t drive home. There are so many options—have a friend or roommate take care of the dog or take a taxi home—but this commercial doesn’t present any, or even allude to the need for them. (To be fair, when the man comes home, he does say, “I’m sorry,” to his dog.)

Yes, I’m being awfully particular, and yes, the dog and the relationship are charming, as we’ve come to expect from these ads, but I can’t help but be bothered by the dog being such an afterthought. What do you think of the messages in this ad?

Karen B. London, Ph.D. is a Certified Applied Animal Behaviorist and Certified Professional Dog Trainer who specializes in working with dogs with serious behavioral issues, including aggression. Karen writes the animal column for the Arizona Daily Sun and is an Adjunct Professor in the Department of Biological Sciences at Northern Arizona University. She is the author of six books about canine training and behavior, including her most recent, Treat Everyone Like a Dog: How a Dog Trainer’s World View Can Improve Your Life