Dodge’s PR folks thought corralling 120 longhorn steer through the streets of Detroit would make brilliant b-roll – and they were right.  Just as Jim Press, Chrysler chairman, began his speech to the…um, press, two of the steer got a little frisky for the cameras and stole the show.  From NPR: 

"Well, let's not watch that. This is one show you're not going to forget. OK, look at the truck," he told the crowd.

Fear not, Mr. Press.  The Dodge Ram press stunt will probably generate more buzz from auto bloggers thanks to that bull (and your deadpan reaction).  But something about the choice of words in this recap of the debacle made me deeply concerned about the international motor press:

“Hundreds of members of the international press stared in disbelief and excitement at the steer…”

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