PETA has joined the “Chicken Wars" with their latest spot produced by LA-based multi-disciplinary studio Golden and directed by Fons Schiedon. In this humorous yet thought-provoking ad, the chickens are finally fighting back!
Part of PETA’s national “Fight the Bite” campaign, the spot is aimed at slashing the estimated 1 billion chickens’ wings consumed on game-day in 2021, by using a bit of comedy to remind people who they’re really eating. Utilizing concise visual messaging to emphasize that wings and drumsticks come from a thinking, feeling individual, in this first spot from the campaign the chickens are biting the hand that feeds (on them.) “Chicken Wars” ran during the lead-up to the Super Bowl on ESPN, ESPN Deportes, and the NFL Network in Cincinnati and Los Angeles, as well as other networks.
Schiedon’s keen visual style is on display throughout the ad, which uses “security cam” footage to show what happens to diners when chicken dinners suddenly squawk back into living, breathing birds. Seamlessly integrating VFX and live action, the powerful message of the campaign – that chickens have a bone to pick about being fried for food – encourages viewers to #FightTheBite by going vegan.
AICP’s Demographic Reporting Initiative Expands Categories To Reflect Client and Agency Requests
AICP has announced that an updated template for its Demographic Reporting Initiative is now available. Originally launched in October of 2021, the Demographic Reporting Initiative allows production companies to provide their advertiser and agency clients with insight into the demographic makeup of the people on the crews of their commercials and brand content. As with version 1.0, the 2.0 iteration was prepared in cooperation with a consortium of industry payroll companies. This updated version of the Demographic Reporting initiative has greatly expanded the listing of gender identity categories, and added the ability for production staff to include their veteran status in the U.S. Armed Forces. These reports will provide AICP member production companies with anonymous and voluntarily provided breakdowns on these demographic categories, which can in turn be shared with agencies and advertisers upon request. More information on the Demographic Reporting Initiative can be found on the AICP website here. The updated Demographic Reporting Initiative framework was revised as a result of a continued push from marketers for this information, noted Sheila R. Brown, AICP’s Vice President, Equity & Inclusion. “The demand for demographic information from marketers directly and their advertising agencies continues to grow,” Brown notes. “As our communities become more diverse, the yearning to know the make-up of the production crews increases. And in our continuing goal to be more inclusive, we also wanted to offer our production crews more options to self-identify. The addition of more gender identity options, and the option to indicate whether an individual is a veteran or... Read More