Whether you support their cause or not, it’s impossible to ignore PETA.
Their undercover investigations and campaigns are orchestrated across all media—advertising, PR, events, and social media are all a part of the mix—and most are integrated quite well.
The way they get attention is always controversial, and they’ve taken on some of the titans of industry, including McDonalds, Ralph Lauren, Coca-Cola, Petco, Pilgrum’s Pride, General Motors, Tyson and others. I wrote about their Kentucky Fried Cruelty campaign in February.
One of PETA’s enduring campaigns, The Naked Truth, features nude models, celebrities and athletes often with the headline, “I’d rather go naked than wear fur.” It works because the headline and image work so powerfully together—and because the images and associated controversy creates buzz.
PETA learned sex sells and now uses nudity in most of their campaigns, even the ones not related to fur. Nudity appears to be a PETA branding element. It’s a theme used across all mediums, documented in the PETA Files naked archives.
A recent campaign encourages going vegan, and features Alicia Silverstone. You’ll notice there doesn’t appear to be any connection between what’s said and the fact she’s nude.
Here’s the ad:
And the video:
Love ’em or hate ’em, PETA’s undercover reporting and controversial tactics work.
But has their use of nudity gone too far?
What do you think?
Comment below to weigh in.