The UK branch of animal rights organisation Peta has released its Christmas ad and, it’s so moo-ving, it behoves us to write about it.
‘The Girl & The Cow’ was created by Atomic London and is set to roll out in the UK and around the world across social and cinema. It was directed by Andrew Poole through Atomic and created by Sam Isaacs and Walaa Ellabib.
As you’d expect, it encourages viewers to leave meat off their plates this Christmas time. It follows a young girl, Alice, learning to play the trumpet who befriends a cow over a period of time. As the ad continues, we realise that she is trying to play Jingle Bells.
However, when she returns one day with her mother, her bovine bestie is no longer in the field. Instead, it has been taken off to the abattoir.
Elisa Allen, vice-president of programmes at Peta, said: “Children naturally empathise with animals, but many young people (and adults, too) may not think about how their holiday roast came from the same curious, loving cows who are so easily befriended.”
Atomic London collaborated with Hillside Animal Sanctuary, which rescues cows and other animals from the farming industry.
John Cherry, executive creative director at Atomic London, said: “We wanted to tell an unforgettable story that feels like your typical, heartwarming Christmas ad – until it takes a sharp turn and shows the harsh reality behind the Christmas food industry.”
Poole added: “This campaign gives people a chance to see things from a different perspective and maybe rethink their choices this Christmas.”
