Known for its controversial animal treatment advertising and campaigns, PETA has launched a new campaign that uses humor and self-reflection rather than the brand's typical "shockvertising" techniques.
The campaign is titled 'Animals for the Ethical Treatment of People' – a reversal on the PETA brand's name and purpose. There are two commercials in the campaign, one which features an anthropomorphic cow and the other a duck. Each respective animal is "talking" about the ways humans are treated, while actually telling a story about how they themselves are treated. The role-reversing commercials end with the statement "they would never do it" (presumably meaning that the animals would never treat humans the way we treat them).
PETA's latest animal treatment ads allow the viewer to self-reflect upon their own role in the often inhumane treatment of animals, using a less aggressive yet more impactful method of conveying its message than the brand's usual, "shock value" strategy.