The 30-second advertisement from Windermere Real Estate/Tri-Cities features company owner Dave Retter’s granddaughter saying the Pledge of Allegiance aloud with her hand over her heart.
CBS Sports has not returned calls from Praino to discuss the matter further. Calls from the Tri-City Herald have also gone unreturned.
The commercial may have been rejected on a national level but it is running locally and will continue to run.
There is not a visual or verbal political party message in the commercial.
The commercial was scheduled to run during the Wrangler Champions Challenge rodeo.
“We just thought it’s around Sept. 11, Patriot Day, and rodeo is as patriotic a sport as it comes,” Retter told the Tri-City Herald. “We’ve had so many positive responses, we felt it would be fun to run something positive.”
CBS Sports still refused to air the commercial due to what it referred to as its “political nature” in an email to fair and rodeo director Lori Lancaster.
A report by KVEW TV cites CBS Sports’ refusal as being because “it was too local and had nothing to do with politics.”
Dave Praino, co-owner of PS Media who represents Windermere Real Estate/Tri-Cities was shocked by CBS Sports’ refusal.
“It’s amazing,” he said. “I’m still trying to scratch my head to figure out what’s political about the Pledge of Allegiance.”