# Role-Reversing Animal Treatment Ads PETA's Newest Campaign Features Anthropomorphic Animals By Mishal Omar | Published 2017-05-04 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/animal-treatment References: [designtaxi](http://designtaxi.com/news/392854/PETA-Puts-A-Twist-In-New-PSAs-Where-Animals-Call-For-Ethical-Treatment-Of-People/) & [adweek](http://www.adweek.com/creativity/peta-cleverly-flips-the-script-and-presents-animals-for-the-ethical-treatment-of-people/) Known for its controversial animal treatment advertising and campaigns, [PETA](https://www.trendhunter.com/trends/animal-intelligence) 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](https://www.trendhunter.com/trends/eat-mor-chikin) 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](https://www.trendhunter.com/trends/the-honest-kitchen-debuts) 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. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 44% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Humorous Animal Treatment Ads:** The trend of using humor in animal cruelty ads can potentially disrupt traditional controversial campaigns. - **Anthropomorphic Animal Characters:** The trend of using anthropomorphic animal characters in ads can disrupt traditional promotional advertising. - **Role Reversal Message:** The trend of using role reversal messages in ads can potentially disrupt traditional advertising messages. ### Industries Being Reshaped - **Animal Rights Activism:** The use of different methods in animal rights advertisements can disrupt traditional animal advocacy campaigns. - **Advertising:** Using humor and role reversal messaging rather than controversial methods can change the way advertising campaigns are conducted. - **Video and Film Production:** The use of anthropomorphic animal characters can disrupt traditional video and film production methods. ## Related on Trend Hunter - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [Animal Welfare Campaigns](https://www.trendhunter.com/trends/food-lion1.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Pet-Powered Beauty Campaigns](https://www.trendhunter.com/trends/animal-intelligence.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md) - [Pet-Equality Campaigns](https://www.trendhunter.com/trends/pet-ownership.md) - [Puppet-Starring Oat Milk Campaigns](https://www.trendhunter.com/trends/new-norm-al-show.md) - [Animal Equity Beauty Campaigns](https://www.trendhunter.com/trends/skin-proud.md)