PETA’s Comedic Spot Urges Retailers to Fess Up to Faecal Contamination

Oct. 10, 2022

PETA and Great Guns USA have teamed up to deliver an unforgettable comedic campaign, "Poop in Your Chicken". Directed by Great Guns USA’s Justin Casselle, the punchy, pro-vegan spot is part of PETA’s new push for fast food chains and grocery stores to label chicken packages with the amount of faecal matter they contain.

"Poop in Your Chicken" sees PETA's protagonist read a news alert on her phone: "If you’re eating chicken, you’re eating poop." Disgusted, it transforms the way she sees the world until she can’t ignore the truth any longer - culminating in her knocking a plate of her famous chicken pasta out of a friend’s hand as she shouts, “Don’t eat it! There’s poop in there!”

Working directly with PETA, Great Guns USA’s MD and EP Oliver Fuselier spearheaded the educational project, alongside director Justin Casselle. Throughout the process, they worked collaboratively with PETA’s Ryan Hajek and Joel Bartlett to bring their shared vision to life in a creative, memorable way.

Contemplating the areas PETA wished to explore for the next campaign, the teams decided to go for a comedic approach - an enticingly subversive direction for the animal rights organisation. Trusting in his own comedic sensibilities, Justin ensured that he pitched, wrote, and directed in a way that would make himself laugh, while soundboarding off the Great Guns USA team to strike the right balance between message and humour. The end result melds madness with moral in a fun way that’s sure to linger in viewers’ minds long after the commercials ends.

The video campaign will run locally in Atlanta and Baton Rouge, the hometowns of major chains Chick-fil-A and Raising Cane’s.

Tracy Reiman, Executive Vice President at PETA, commented:

“Epitomising PETA’s punchy campaigns over the past 40-plus years, this spot is giving viewers a chuckle and a hankering for vegan foods that leave chickens in peace. Humour makes a message stick, and Great Guns USA helped deliver this project with comedy, creativity, and compassion.”

 

Oliver Fuselier, MD at Great Guns USA, added: 

“When PETA came to me at Great Guns USA, I immediately got excited about the possibilities of having the talent on my roster pitch ideas! PETA’s Ryan and Joel were amazing in returning feedback on the ideas at speed and soon we had chosen Justin and were off to the races…  and now here we are - such a great experience for us! It’s so exciting to be a part of an organisation like PETA, which fights so hard to stop the suffering of animals, and to do it in such a bold but comedic way.”

 

Justin Casselle, Director at Great Guns USA, commented:

“I want to thank my team at Great Guns USA for continuing to put me in positions to succeed - I was thrilled (even a little nervous) when they presented me with this opportunity to direct for PETA. There’s nothing better in this business than working directly with a client who trusts you, and gives you the reins to bring your vision to life. It gives you such a strong drive to excel! Ultimately, it just boils down to clear communication - and we had that in spades. Shout to PETA for providing an opportunity to bring talented people together and to Great Guns for their invaluable support.”