Rocker Tommy Lee joins Baltimore's Soft Side campaign
Who knew rocker Tommy Lee was such a softie?

The creators of Baltimore's Show Your Soft Side campaign, apparently, since they convinced the founding member of Motley Crue to join their movement pushing for the humane treatment of animals.

Lee's ad was just unveiled. It shows the drummer, with a tattoo of lipsticked lips visible on his neck, leaning in to plant a wet one in the same spot on a small, honey-colored pup. The copy with it reads, "This bad boy has added a new four-letter word to his vocabulary. It's spelled L-O-V-E."

With his face on posters and billboards and his soft side revealed, Lee joins the likes of fighter John Rallo, the Ravens' Jarret Johnson and Adam Jones of the Orioles.

The Show Your Soft Side campaign debuted in Baltimore last year in the wake of some heart-breaking instances of animal abuse in the city. Its goal is to show young people in town that it's not cool to abuse animals by demonstrating that tough role models wouldn't do it. The ads showcase the various celebrities cuddling the pets they love and saying, "Only a punk would hurt a cat or dog."

The campaign is easiest to spot on billboards around some of the roughest parts of town, and on posters hanging in places like juvenile justices centers where troubled young people are likely to see them.

Earlier this year, the campaign crowned "Baltimore Biggest Softie," after people sent in pictures of their pets and how they’ve made them a softie. The winner was a beefy fellow named PJ Morrison, a doctor of physical therapy and a body builder whose dog Bolt helped him through cancer treatments.

The big "get" of Tommy Lee marks the first time the campaign has scored a celebrity from outside the Baltimore area. Organizers say they were able to do it for two reasons. First, Lori Smyth of 98 Rock, who has helped with the campaign since the beginning, had a connection. But what sealed the deal was the fact that one of the original softies, John Rallo, used to be Lee's bodyguard.

 jill.rosen@baltsun.com

@BaltInsider

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