You can’t accuse Peta of being boring. Its latest pro-vegan campaign is targeted squarely at men – specifically the sort of man who equates meat-eating with masculinity.
In the week that This gave us a song about a vegan cowboy, the first of Peta’s ads is set at a showdown. The cowboys square up… and gun-clenching fists pop out of their trousers. The vegan wins the duel and slurps a green smoothie. If the metaphor wasn’t clear enough, we’re told “a vegan diet increases your stamina and gives you longer and harder erections”.
The ‘stamina’ message probably works better on a spectacular fencing themed version (a duel you won’t forget watching), while a third, karate-themed ad conjures with wood.
Some will likely criticise Peta for stooping to such a base level, but the ads are funny and memorable – and are sure to resonate with some of the lads.
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