TODAY | June 22, 2013
>> contest. it focuses on the dog's inner beauty .
>> reporter: they clearly lack star power . lineage is uncertain. their looks could stop traffic. it is puzzling that a contest replacing standard perfection with an invitation to say yes, at the annual sonoma county fair.
>> it draws media and people from around the country, around the world.
>> i have been a dog guy all my life. the dogs on my shirt are all that i have at the moment. what exactly is the competition of the negative, ugliest, even the word is ugly. ugly.
>> come on.
>> reporter: it turns out, everyone has a good time with this. there's none of the westminster seriousness with big money on the line.
>> they go over like this. like a donald trump .
>> the judges add this.
>> the dogs know they are loved. i think that's the bottom line .
>> i remind people, the dog doesn't know it's ugly.
>> reporter: all they know is they are fused over. in the end, one of them is named, if not best in show , the winner, of sorts.
>> give it up for wally.
>> reporter: a boxer, beagle, basset mutt. he's the ugliest over tough competition. judging by the smile from all of them, winning isn't what mattered most. for "today," mike taibbi , nbc news, petaluma, california.
>> i mean this seriously, wally is crowned the ugliest dog will be here. it is about their inner beauty .
>> i don't think that dog is unattractive. i'm not a dog person.
>> he has issues.
>> three dogs bred into one. it's hysterical.
>> can we talk about mike's shirt? was he going for his own contest with that?
>> the ugliest shirt.
>> maybe. with the christmas sweater thing.