PETA adopts crude tactics to attack milk production

A viral ad featuring scantily clad women with cows udders instead of breasts is being distributed in the UK by animal rights charity People for the Ethical Treatment of Animals (PETA).

The viral ad, which was created in the US by Crazy Dave’s House of Ads, is part of a campaign against milk drinking and production.

PETA had hoped to air a television version of the ad on the ABC network in the US during the Superbowl on Sunday night, but was told the execution “falls outside boundaries of good taste”.

The execution mimics television shows like “Girls Gone Wild”, in which women are encouraged to disrobe for the cameras. Entitled “Milk Gone Wild”, the ad shows models dancing in a bar, surrounded by men drinking glasses of milk. When they tear off their tops, they expose cows udders.

The animal welfare charity says the ad is designed to illustrate that drinking milk is “tasteless”, and harmful to both humans and cows.

A spoof website also features footage of dairy cows and the conditions they are kept in at dairy farms, and about the health effects of milk on humans.

The US branch of PETA is well known for its guerrilla marketing tactics, but the UK division has become more aggressive in its marketing recently, sending out its first viral e-mail last month.

The charity has also been demonstrating at events attended by Prince Charles and the Duchess of Cornwall, over the use of fur in army uniforms.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here