Purina Ad, Where is PETA?

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I'll start by saying that I don't support a lot of the the things that PETA does since I think they go overboard sometimes. But I do have to wonder why they aren't all over Purina for the ad where the boy has his dog, Axle, pushing him(the boy) in a wagon by grabbing the back of the wagon with his teeth and running very fast. That seems like an almost sure way to do damage to the dog's mouth and teeth even if nothing goes wrong like running into to something or the boy turning the wagon handle fast. Even if you think it is trick photography, it still gives the idea to kids who see the ad and want to try it.