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Consumers may not like to think about where their bacon comes from, but the People for the Ethical Treatment for Animals (PETA) forces viewers to confront the realities of factory farming by blending cute animation and a catchy tune with grotesque images.
Agency Grey London and production company Biscuit made the animated film, Pig Farm, which shows a farmer explaining his job to his young daughters as they dig into a breakfast of sausage and bacon.
Drawing inspiration from the surreal animations found in the hit video game Cuphead and the 1990s series The Ren & Stimpy Show, the ad juxtaposes images of smiling pigs and a quaint farm with conveyor belts where they’re slaughtered. The twisted protagonist even mocks protestors, insisting that they should just have some bacon.
Jeff Low directed the commercial and wrote its disturbingly upbeat song, with the chorus: “Pig farm, it’s where you get bacon from. You don’t have to think about it.”
The dark story ends with the sound of pigs squealing and the message: “All bacon comes from suffering and violence!”
“PETA’s goal is to challenge the status quo and make people think, and the innovative team at Grey has achieved that with this shareable video,” PETA UK, Europe and Australia vice president Mimi Bekhechi, said in a statement. “By pairing disturbing cartoon imagery with a catchy song, we believe the memorable spot will shift attitudes and remind people that every piece of bacon was once a thinking, feeling being who desperately wanted to live.”
The film will run across PETA’s global owned channels, with out-of-home support.
The organization is also using the cartoon visuals on a calendar that only runs for six months–the duration most pigs live before they’re slaughtered–and on a limited-edition crockery set.
