Christmas is a time for joy, love, and generosity. But, it can also be a time of violence, suffering, and slaughter — it depends on which side of the Christmas dinner table you are on. While people happily embrace the festive spirit, the animals that are at the center of the holiday dinner experience fear and brutality. For the millions of animals who are slaughtered for the season’s feast, Christmas is “ho ho horrifying” — and PETA spotlights the cruelty behind the traditional festive dinner via its latest ad.
Developed in partnership with Grey London and directed by David Shane, the “Happy Christmassacre” spot that lies at the center of the campaign doesn’t tap into joy and happiness like most brands do. Instead, the organization takes a dramatic turn, deliberately venturing into a darker atmosphere — and to be honest, there’s no gentle way to deliver the hidden violence behind the holiday feast. The video opens up with a family gathered around the table. As they eat, drink, and share stories, their faces become stained with blood. Yet, they remain completely unaware of the gruesome scene that unfolds before their eyes.
The members’ lack of reaction to the horror-like scene only highlights the ignorance many people often choose, willingly overlooking the violence behind their festive meal. The bloody moment concludes with an unsettling fact: “This Christmas, over 180 million animals will be slaughtered in the UK” alongside a call on the viewers to protect animals by choosing a vegan diet this Christmas and beyond.
“Behind every trussed-up turkey, holiday ham, or beef Wellington was an individual who felt pain and fear and didn’t want to die,” comments PETA Vice President of Programmes, Elisa Allen. “PETA urges everyone to choose compassion over carnage this Christmas by tucking into a savoury vegan roast.”
“We hope our message resonates so that this Christmas, more people choose compassion over cruelty — and that nut roast sales go through the roof,” explains Helen Rhodes, CCO of Grey London.
Sometimes, the only way to communicate an uncomfortable truth is by presenting the reality from a dark perspective. Similar to the PETA campaign was the Road Safety Authority’s (RSA) anti-drink-driving campaign, developed with the help of Forsman & Bodenfors. In the RSA spot, a group of friends is casually drinking together in a bar. But, as the party progresses, they start to bleed, visually highlighting the deadly consequences of drink-driving and the group’s inaction in stopping the driver from getting behind the wheel while intoxicated.
As disturbing as both ads may seem, their message is not to shock the audience but rather to urge them to take action, either by collectively preventing a drunk friend from driving or going vegan to save farm animals from being slaughtered. Because now, “It’s easier than ever to start a new tradition of serving a delicious animal-free, planet-friendly vegan Christmas feast.”
CREDITS
Brand: PETA
Agency: Grey London
Director: David Shane
