PETA's Newest Campaign Features Anthropomorphic Animals
Mishal Omar — May 4, 2017 — Eco
References: adweek & designtaxi
Known for its controversial animal treatment advertising and campaigns, PETA has launched a new campaign that uses humor and self-reflection rather than the brand's typical "shockvertising" techniques.
The campaign is titled 'Animals for the Ethical Treatment of People' – a reversal on the PETA brand's name and purpose. There are two commercials in the campaign, one which features an anthropomorphic cow and the other a duck. Each respective animal is "talking" about the ways humans are treated, while actually telling a story about how they themselves are treated. The role-reversing commercials end with the statement "they would never do it" (presumably meaning that the animals would never treat humans the way we treat them).
PETA's latest animal treatment ads allow the viewer to self-reflect upon their own role in the often inhumane treatment of animals, using a less aggressive yet more impactful method of conveying its message than the brand's usual, "shock value" strategy.
The campaign is titled 'Animals for the Ethical Treatment of People' – a reversal on the PETA brand's name and purpose. There are two commercials in the campaign, one which features an anthropomorphic cow and the other a duck. Each respective animal is "talking" about the ways humans are treated, while actually telling a story about how they themselves are treated. The role-reversing commercials end with the statement "they would never do it" (presumably meaning that the animals would never treat humans the way we treat them).
PETA's latest animal treatment ads allow the viewer to self-reflect upon their own role in the often inhumane treatment of animals, using a less aggressive yet more impactful method of conveying its message than the brand's usual, "shock value" strategy.
Trend Themes
1. Humorous Animal Treatment Ads - The trend of using humor in animal cruelty ads can potentially disrupt traditional controversial campaigns.
2. Anthropomorphic Animal Characters - The trend of using anthropomorphic animal characters in ads can disrupt traditional promotional advertising.
3. Role Reversal Message - The trend of using role reversal messages in ads can potentially disrupt traditional advertising messages.
Industry Implications
1. Animal Rights Activism - The use of different methods in animal rights advertisements can disrupt traditional animal advocacy campaigns.
2. Advertising - Using humor and role reversal messaging rather than controversial methods can change the way advertising campaigns are conducted.
3. Video and Film Production - The use of anthropomorphic animal characters can disrupt traditional video and film production methods.
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