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The controversial 30-second spot aired during local prime-time programming this week. The original commercial has been replaced now with a tamer commercial that leaves out some controversial scenes.
The commercial is set in a TV-news reality format and creates the impression that Officer Steve Slaton, who left the San Diego Police Department for a higher-paying job with an agency outside of the county, was fatally shot. The commercial cost the Police Officers Association $4,000 to produce and $41,000 to air on several local television stations, which are now refusing further placements.
"I find the ad offensive," San Diego Mayor Jerry Sanders said. "I find it inflammatory, and I think it should be -- or it is -- offensive to the men and women who serve on our streets."
POA President Bill Nemec conceded to NBC 7/39 that spot is "melodramatic" and "right at the edge."
"Is it over the top?" said Nemec. "You know, I'm going to leave that up to the viewer."
Nemec said that the union wanted to provoke reaction in order to focus attention on the growing exodus of officers from the San Diego police force.
"What we hope is generated after that is, 'Why are these officers leaving?' " Nemec said.
Negative reaction has prompted the POA to come up with a new, sanitized commercial that looks like a movie trailer. The new spot capitalizes on the controversy and drives viewers to a union Web site.
"This way you can make the choice," said Nemec. "You go to our Web site, you'll be able to watch the commercial, judge for yourself."
NBC 7/39's salespeople said that they and their counterparts at other stations would be taking a close look at the new version before the POA can buy more airtime.
The controversial 30-second spot aired during local prime-time programming this week. The original commercial has been replaced now with a tamer commercial that leaves out some controversial scenes.
The commercial is set in a TV-news reality format and creates the impression that Officer Steve Slaton, who left the San Diego Police Department for a higher-paying job with an agency outside of the county, was fatally shot. The commercial cost the Police Officers Association $4,000 to produce and $41,000 to air on several local television stations, which are now refusing further placements.
"I find the ad offensive," San Diego Mayor Jerry Sanders said. "I find it inflammatory, and I think it should be -- or it is -- offensive to the men and women who serve on our streets."
POA President Bill Nemec conceded to NBC 7/39 that spot is "melodramatic" and "right at the edge."
"Is it over the top?" said Nemec. "You know, I'm going to leave that up to the viewer."
Nemec said that the union wanted to provoke reaction in order to focus attention on the growing exodus of officers from the San Diego police force.
"What we hope is generated after that is, 'Why are these officers leaving?' " Nemec said.
Negative reaction has prompted the POA to come up with a new, sanitized commercial that looks like a movie trailer. The new spot capitalizes on the controversy and drives viewers to a union Web site.
"This way you can make the choice," said Nemec. "You go to our Web site, you'll be able to watch the commercial, judge for yourself."
NBC 7/39's salespeople said that they and their counterparts at other stations would be taking a close look at the new version before the POA can buy more airtime.
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