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Watch Simon Cowell’s ‘Hot Dog’ PETA Ad

Known for his tart tongue and blunt honesty, Simon Cowell reigns as the king of mean. But there’s something that gets the brassy British judge even hotter under the collar than wannabe pop stars singing off-key—dogs left in hot cars!

That’s why compassionate Cowell, who first worked with PETA when he posed for an anti-fur ad, is teaming up with PETA again to remind members of the public not to park their pups in sweltering cars.

“Far be it from me to be critical, but I find it really appalling that this year, thousands of dogs will die of heatstroke inside parked cars,” says Cowell in a TV public service announcement (PSA) that will air all summer long.

On a 78°F day, the temperature inside a shaded car is 90°F, while the inside of a car parked in the sun can reach 160°F in minutes. When left in hot cars, animals can quickly succumb to heatstroke. Check out more tips for keeping canines cool during the “dog days” of summer.