re: Why does Gordon McKernan think anyone cares about his family or his dogs?

When you make a living by siphoning money off of the misery of others, your public image can take a big hit. People begin to think of you as what you really are: a f**king leech.

So the purpose of commercials like Gordon's is to soften that image and try to humanize him. And then maybe you'll hire him to feed off of your misery.

Gordon is the wolf, and the commercial is the sheep's clothing.