Agency Network: 
November 2009


Film advertisement created by Matter, United States for PETA, within the category: Public Interest, NGO.

Advertising Agency: Matter, LA, USA
Creative Director: Dan Neri
Copywriter: Brian Miller
Producer: Jeff Maier
Production Company: Über Content, Los Angeles
Director: Dave Laden
Executive Producers: Preston Lee, Phyllis Koenig, Steve Wi
Line Producer: Tom Lowe
Director of Photography: Darko Suvak
Editorial Company: Arcade Edit, Los Angeles
Editor: Patrick Griffin
Executive Producer, Arcade Edit: Damian Stevens
Post Producer: Ali Reed
Visual Effects: Airship Post, Los Angeles
Smoke Artist: Chris Homel
Telecine: Company 3, Los Angeles
Telecine Producer, Company 3: Matt Moran
Colorist: Steve Rodriguez
Mix: Wholly Cow, Los Angeles
Mixers: Steve Gregan and Sara
Composer: Johnny Sabino, Mystique-Music, Los Angeles
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jsptrck404's picture

peta, good lord, this strategy got old YEARS ago. snore........................ all you've been doing, and will continue to do with this type of work, is preach to the choir and/or alienate those that don't agree with your view.

so, what then exactly is the point of wasting money on advertising if not converts?

try appealing to people's intellect. i would love for you to win more converts. but with the people you have running the show now, apparent by this work, well, that's not likely to happen anytime soon.

it's boring/annoying having to see how you try to out-do (i.e. out-gross, out-shock, out-anything) your OWN messages time after time after time. peta, you're not in a competition with yourself. the shock value has long worn off. save your money and do some research. (or better yet, how about this -- there's a really good case study you should try looking into. look at the african charity (i forget the name) that first showed starving children, and how those messages broke records for unsolicited donations. but then, quickly lost its effect because the idea became to outshock the previous message, and yet those messages continued to bring diminishing returns year after year after year because, after a few rounds of commercials, the shock value was long gone.

so, how about a different strategy? now that the idea that a meat-free diet may not only be good for you, but also the environment, is pretty well known and also well reported, you have no excuse to not try reasoning with people. you have a lot of ammunition for this position now. and the more you ignore this fact, and the more you continue to try and bash people over the head with your message, the more you ensure you'll never convert people who aren't ALREADY sympathetic to your cause. but instead, drive them away. it gets more and more annoying to see you waste all this information and run work that's shocking for no reason other than for the sake of being shocking. dumb. dumb. dumb. dumb. dumb.

Activity Score 437
Art Director |

| think small |

gmint7's picture

how would you do it?

Activity Score 2673
Art Director at ad grad @ S Francisco |


Guest's picture

i couldnt agree more.

jayesh_chill's picture

Couldn't agree more.

Activity Score 71
sirvan's picture

Good idea, but not well done at all. Something's off.

Activity Score 29856


"I love some things, and don't love some other things."

Honest Dave's picture

Mmmmmm..... Can't wait for Thanksgiving! I'm gonna buy two turkeys, one to eat and one live one just to kick around a bit.

Honest Dave
Activity Score 233
Art Director |

satrianee's picture

Pointing finger at a problem with no solution suggestions... "Thou shall not eat!"

Me no like

Activity Score 3746
Prof's picture

i think this ad came pretty close to making me vomit.

because it was so pathetic.

are they still on this childish moral crusade and 80s message?

Activity Score 1449
Copywriter |

Quite really.

Guest's picture

Does anyone could give me the subtitle?
I would like to translate into Chinese. thx.

Guest's picture

I laughed when she said "Oh, and thank you for rainbows."

bad astronaut's picture

anything from peta blows.

bad astronaut
Activity Score 540
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