PETA does something interesting for a change

From the 2011 Bebe line

If you visit here often, you know I'm not a big fan of PETA. I find the many of their campaigns stoop to shock or exploitative sexuality to grab eyeballs on the cheap.

But now they've gone and actually done something pretty interesting.

I'll let them explain:

Since bebe has turned a deaf ear to the 80,000 people who have asked the company to ditch real fur, PETA has wheeled out our Trojan horse. We just bought stock in the company, so now we can attend its annual meetings and submit shareholder resolutions for the company to end fur sales. If you have stock, too, or know anyone who does, please let us know.

If you can't beat 'em, buy 'em. Love it. 

The messaging they want to get across is also very specific:

Will bebe like us telling its shareholders that much of the company's rabbit fur comes from China, where there are no penalties for people who abuse animals on fur farms? Will bebe want its investors to see our undercover videos of Chinese fur farms—videos that show rabbits screaming as workers slit their throats, cut off their paws and heads, and even rip the skin from their still-moving bodies? Doubt it.

I am not personally against fur farming in principle, but if the claims about conditions in China are true, and were I a shareholder, I would insist they at least get the rabbit fur from a more ethical source. I almost want to buy some Bebe stock, just so I could observe the reactions.

I'm not sure that PETA will make a huge difference in this case, but I admire the creativity of the approach of using the corporate system, legally, from within.

Of course, they're still yelling and brandishing fake dead cats outside of Bebe corporate headquarters. But baby steps.

Via PETA

Ad hackers play into admen's hands #FdAdFriday

The defacement of public advertising can be brilliant and entertaining, as in the recent Mad Men teaser poster hacks in NYC. And then there's this:

The Drum writes:

Peter Davis, executive creative director of [Powownow agency] gyro Manchester, commented: “Our new campaign for Powwownow has been made to court with controversy, so we’re pleased to see it’s already doing just that. If our character is already causing widespread offence then many people won’t like some of the things we have planned for him - this is only the beginning! We all have preconceptions about free services – ‘if it’s free, it must be bad!’ To confront this idea, we’ve created an obnoxious fictional businessman that spends money lavishly and dislikes anything that’s free – especially Powwownow. Our "more sense than money" campaign drives the idea that actually, you don’t have to pay a premium to get a great quality service.”

In Plain English: the guy in the ads is supposed to be an asshole and the copy is supposed to piss you off.

So, whoever got enraged enough to risk arrest and fine by stating the obvious on this ad actually did the advertiser a tremendous favour. I wouldn't be surprised if future campaigns of this kind actually hire people to deface the ads. (Maybe that's what's happening with the Mad Men meme - you never know.)

Being an ironic asshole in your advertising, by the way, has a history of backfiring. Remember the Groupon dogpile during last year's Super Bowl? People are just not that clever.

PETA helps humans (for a change)

I have plenty of issues with some of PETA's promotional tactics, like sexploitation and making fun of human tragedy, but this campaign I really like.

Last week, PETA donated 100 cast-off fur coats to the Greater Cincinnati Coalition for the Homeless, noting that people on the street are "the only people who have any excuse to wear them." They were then distributed free-of-charge.

Of course, they made note of the fact that all the furs had been "donated by erstwhile fur-wearers who, once they found out that animals on fur farms are often bludgeoned or genitally electrocuted, couldn't stand to have carcasses in their closets." PETA marks the coats to make resale impossible, and issues tax receipts to donors.

Donated furs are also used as bedding for animals in wildlife rehabilitation centers, or as props in anti-fur demos.

F'd Ad Fridays: Ink, not mink

Easy enough to say when you're under studio lights. But Chris "Birdman" Andersen plays hoops for Denver. If he's serious, he must be freezing his nuggets off by now.

PETA brings you Bloody Mario

You've got to hand it to PETA. Their creativity is as boundless and their shamelessness.

This time, they're after Super Mario:

"When on a mission to rescue the princess, Mario has been known to use any means necessary to defeat his enemy—even wearing the skin of a raccoon dog to give him special powers.

Tanooki may be just a "suit" in Mario games, but in real life, tanuki are raccoon dogs who are skinned alive for their fur. By wearing Tanooki, Mario is sending the message that it's OK to wear fur. Play Super Tanooki Skin 2D and help Tanooki reclaim his fur!"

In this version of the game (complete with infuriating MIDI-type music), you are the skinned raccoon dog, chasing after a flying Mario, dripping blood from your flayed pelt he has wrapped himself in. Fun for the whole family!

Enjoy the game here.