PETA's Emotive Campaign by Atomic London Exposes Christmas Food Industry Realities

Nov. 14, 2024

Animal rights organisation PETA (People for the Ethical Treatment of Animals) has unveiled its new Christmas campaign, "The Girl and The Cow", created in partnership with Atomic London.

The emotive campaign, which is PETA’s first ever live-action Christmas ad, encourages people to consider going vegan this Christmas by prompting them to reflect on the lives and feelings of animals.

Grounded in the insight that cows are intelligent animals who genuinely enjoy listening to music, Atomic London has developed a story that highlights and celebrates how music can create a unique connection between humans and other animals, aiming to inspire empathy for these animals.

A poignant 90-second film, directed by Andrew Poole at Atomic London, follows a young girl named Alice, who forms a special bond with a cow. While practicing a Christmas tune for her school concert on her trumpet, Alice encounters an unlikely friend—a cow who seems to enjoy her efforts. Over time, their bond deepens, along with Alice’s skill and confidence. However, on the day of the concert, just before Christmas, Alice senses something is wrong when she finds her friend has gone.

The story then takes a heart-wrenching turn as the cow is seen being led up a trailer ramp, with Alice slowly realising that her friend may never return. This scene uses audio to unsettle the viewer, with a jarring contrast between visuals and sound. Alice’s Christmas tune, Jingle Bells, reappears chillingly as a man loading cows into the van whistles it, delivering a stark reminder of the reality behind Christmas traditions in a raw, unfiltered way. This moment, more akin to a horror film’s climax, evokes terror, inviting viewers to reconsider their choices this festive season.

Filmed with a close, handheld camera, the ad keeps the lens at eye level with Alice and the cow, emphasising the depth of their bond with a shallow depth of field. This approach allows the audience to experience their connection directly, with the background fading into insignificance. In scenes where Alice’s mother appears, she remains visually peripheral—a subtle nod to how Alice’s anxieties push her mother to the edges of her awareness.

Atomic London collaborated closely with Hillside Animal Sanctuary to bring the campaign to life. The sanctuary’s cows and other animals are all rescued from the farming industry, and animal welfare was the top priority throughout the shoot.

The campaign is running across cinema and social channels in the UK and globally. It draws on expertise from Atomic’s orbit of companies, including social and creator agency Supernova.

Elisa Allen, Vice President of Programmes, 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. This powerful spot, created by the talented team at Atomic, forces audiences to confront this reality – and in doing so, it’s sure to encourage them to act with compassion and leave cows and other animals off their plates during this season of goodwill.”

 

John Cherry, Executive Creative Director, Atomic London, added:

“With The Girl and The Cow, 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.”

 

Andrew Poole, Director, Atomic London, concluded:

“When casting, we steered clear of overly polished, stage-trained actors. We needed someone who could connect naturally with animals and, on top of that, play the trumpet—a big ask, but we found the perfect fit. And Kiwi, our rescue cow, was so easy-going that the bond between her and Alice really came through on screen. This campaign gives people a chance to see things from a different perspective and maybe rethink their choices this Christmas.”