Hasta La Creative!

In the three months since SeaWorld went on damage control with a PR campaign in the wake of the scathing 2013 whale documentary Blackfish, the theme park’s spin has been met with backlash, derision and social media failure. Still, it’s apparently never too late to twist the knife– as this latest entry from dedicated opponent PETA proves.

The video was created by PETA’s in-house team.

This clip and the campaign site “SeaWorld of Hurt” aim to tear down everything the beleaguered brand wants to convey as it struggles to regain market share.

Who better then to be blunt about the matter than an “orca masturbator” and a “fish doctor and stuff,” who add an Onion-like touch to PETA’s cause? Regarding this effort, the advocacy org’s executive vice president Tracy Reiman says:

“Strip away the sheen, and SeaWorld’s newest attempt to prop up its failing brand crumbles to dust. PETA’s ad makes it clear that the best thing caring people can do is steer clear of SeaWorld’s cruel parks until the animals it holds captive are no longer forced to spend their lives in tiny tanks.”

If you need more info, you can go to PETA’s dedicated “SeaWorld of Hurt” site here.

Also: while FCB does work for SeaWorld and will reportedly be involved in the client’s coming TV campaign, we could not get any agency to take credit for the water park’s own “just the facts” efforts, which launched online in March.

Miley isn’t the only member of the Cyrus family with a knack for exposing herself. In fact, younger sister Noah takes things one step further by posing as a dissected corpse for a PETA ad protesting classroom animal dissection.

In typical PETA fashion, the ad’s primary image is crass and confrontational. Noah, a 15-year-old actress, is staring right at the viewer, pale and glassy-eyed, with her chest peeled open to reveal her internal organs. This is paired with the headline, “I am not a classroom experiment.” Smaller type adds: “Neither are cats, frogs, rats, pigs, or other animals killed for dissection.” The hashtag is #DissectionKills.

Asked about the experience of being made up to look like a medical cadaver, Noah said in a statement: “It kind of was weird being on the table, and the feeling of being about to be cut open. The thought of that happening to an animal would be terrible.”

It might sound paranoid to read into PETA’s motives behind choosing Noah, whose connection to her sister allows them to build more advertising around the image of celebrity instead of the thing they’re supposed to be caring about. But at this point, PETA’s starchasing is almost more annoying than its knack for empty hyperbole.

Para marcar os 55 anos de Morrissey, a PETA criou um belíssimo apelo para que as pessoas – especialmente os fãs do cantor – adotem o veganismo. Ao som do clássico I Know It’s Gonna Happen Someday, uma animação assinada por Anna Sauders que conta a história de frangos criados para o abate. O vídeo será exibido na abertura dos shows do artista em sua turnê.

A PETA estima que 8 bilhões de frangos sejam mortos anualmente ao redor do mundo. É daí que entra a mensagem para que o público “faça do algum dia hoje” e “experimente o veganismo”.

A animação é bastante simples, mas com uma história envolvente – que inclusive lembra bastante The Scarecrow, da Chipotle -, e o lirismo de Morrissey se encaixou perfeitamente. Vale o play, independentemente da sua “orientação”.

Post originalmente publicado no Brainstorm #9
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People for the Ethical Treatment of Animals, well known for its naked celebrity spokespeople and shockvertising, takes a slightly less controversial approach in a new campaign breaking this week.

In video and print ads, PETA tells a story of animal cruelty entirely in emoji, with hammers, hypodermics and handguns making short work of adorable bunnies, monkeys and tigers. Semi-spoiler alert: They turn into skeletons at the end, but there's no actual carnage depicted. Still, it's a PETA ad, so there will be blood, albeit cartoonish this time.

The nonprofit group said it went the iconic route because this campaign is aimed at the young, a demo who likely wouldn't be able to identify Pamela Anderson, clothed or not. The ads come from Los Angeles agency BPG with an assist from Waterfall Mobile for an emoji-based texting feature that allows people to donate money to the cause.

The campaign is running in national magazines and on PETA's blog and website, YouTube channel, Facebook page, Twitter and Instagram accounts. What do you think, readers? Thumbs up or face punch?

Credits below.

CREDITS
Client: PETA

Agency: BPG Agency
Chief Creative Officer: Steph Sebbag
Group Creative Director, Art Director: Frank Dattalo
Copywriter: Kevin Samuels
Creative Director: Ryan Hunnewell

Editing Company: Cut+Run
Editors: Steve Gandolfi, Sean Fazende
Managing Director: Michelle Eskin
Executive Producer: Carr Schilling
Senior Producer: Amburr Farls

Visual Effects: David Parker, Cut+Run
Senior Producer: Liz Lydecker

Music: Finger Music and Sound Design

Claiming that its anti-SeaWorld billboard was wrongfully rejected for display, PETA is suing the San Diego Airport Authority with backing from the ACLU. 

The billboard pairs actress Kathy Najimy's face with the message: "Welcome to San Diego! If you love animals like I do, please avoid SeaWorld." It's part of an ongoing campaign against the marine park chain, whose critics have been whipped into a frenzy since the debut of the hard-hitting documentary Blackfish about the park's alleged mistreatment of orcas. 

PETA also released a statement from Najimy (best known these days as the voice of Peggy Hill), who suggested other tourist attractions like Balboa Park and the Old Globe theater, as well as getting "naked at Black's Beach." I mean, it is PETA. Even if she hadn't said that, they'd probably add it in post.

Há alguns meses, ganhou bastante destaque na internet o Project Unbreakable, uma galeria online com imagens de sobreviventes de violência sexual segurando cartazes com frases ditas por seus agressores. Agora, a Peta resolveu usar a mesma ideia no filme Victims of Sexual Abuse Speak Out, para divulgar e impedir o uso de animais em experimentos sexuais.

Não é preciso dizer que a organização optou por uma abordagem bastante arriscada – mas não seria a primeira vez. Lá em 2005, o Merigo escreveu um texto muito bacana sobre a Peta e seu marketing de guerrilha, em que ele explica este posicionamento: “São radicais? Sim. Mas sempre em nome de acabar com atos abominantes do ser humano contra outros seres vivos”.

Ao mesmo tempo em que a ONG corre o risco de ofender vítimas de violência sexual, ela também mostra que, na prática, as histórias podem ser parecidas, especialmente quando não sabemos quem as vivenciou. Ainda assim, é uma linha muito tênue…

Para ser muito sincera, eu ainda não tenho uma opinião definitiva sobre este filme, até porque ele me deu muito no que pensar. E, independentemente de qualquer conclusão, isso já é um bom começo…

Post originalmente publicado no Brainstorm #9
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The 139th Kentucky Derby takes place at Churchill Downs on Saturday. The spectacle is as much a soiree and fashion occasion as it is a prestigious horse race. Thousands will flock to the grounds in their Sunday best. For women, flowered floppy hats and sundresses are always a hit. As for the men, a seersucker suit with a festive tie will do. But all that beauty and enimence won't hide the fact that horse racing can be, and often is, a dark sport. To that effect, PETA is launching a new mobile billboard, which will be driven outside the racetrack, to remind visitors of the cruelties that can lie beneath the surface of the thoroughbred sport. The ad, created by a Temple University student, shows a horse with a marking on his nose that looks like a syringe. (He probably races under the name Old Needleface.) The copy reads, "Drugs. Breakdowns. Death. Horse racing is a bad bet." PETA had better get the ad out there early tomorrow, though, because we all know no one remembers anything after that second mint julep.

The PETA ad has just joined the ranks of banned commercials because it was far too suggestive and exceeded the network’s standards. So like any other company, spending millions in production alone is quite disappointing. The only way that their ad would be shown is if certain parts would be edited.

This year PETA introduced a new commercial depicting sexy models using produce in sexual manners to illustrate PETA’s message that vegetarians have better sex. They also released another commercial called “Sexy Sausage” for the same message.

It’s not just NBC that feels that the ads go overboard with PETA’s message, and it’s not just PETA’s ads that have been rejected by NBC. Other companies have been told their advertisements were not suitable for audiences while those companies argue that the commercials NBC does run could be considered just as inappropriate.

(Source) Over The Limit