Last Longer, Go Vegan

Following on from the “Stronger Than Your Prejudice” campaign you featured last month, PETA, in collaboration with SAMY, has launched the sequel “Last Longer, Go Vegan”.
Running across Instagram, YouTube, and TikTok, the campaign features a 30 and 60 second short that creatively depicts various ways of masking erections through a series of cheeky wordplays, including a “HARD cover book” and a “DOUBLE PACKAGE box”.
It uses humour to spotlight research from PETA linking a plant-based diet to 13.5% firmer and five times longer-lasting erections.
Talking about the previous PETA campaign, Santi Lucero, Global CCO of SAMY, said, “Making brands matter requires cultural relevance. When a brand understands the symbolic tension within its audience and responds in a way that feels native to culture, it earns attention and drives real behavioural change.”
Meanwhile, “Strength is not defined by outdated stereotypes. A plant-based diet supports both health and performance,” said Mimi Bekhechi, President of PETA.