PETA’s first-ever live-action Christmas campaign by Atomic London is a heart-breaker. There’s no shocking violence, nor blood and guts animation. But it may well be one of the organisation’s most effective commercials yet. Because it’s very real. It’s the story of a young girl grappling with conquering the trumpet in a field. She is befriended by a cow, who comes every day when she practises and seems to enjoy her efforts.
Until the day she brings her mum to watch.
The 90-second commercial, directed by Andrew Poole at Atomic London, is built from the insight that cows are intelligent animals who genuinely enjoy listening to music. It shows the bond between humans and animals and aims to inspire empathy for animals.
The final scene that shows the cow being led up a trailer ramp uses audio to unsettle the viewer, with a jarring contrast between visuals and sound. Alice’s Christmas tune, Jingle Bells, reappears chillingly as a man loading cows into the van whistles it, delivering a reminder of the reality behind Christmas traditions in a raw, unfiltered way.
The commercial is also filmed with a close, handheld camera, the lens kept at eye level with Alice and the cow, emphasising the depth of their bond with a shallow depth of field. This approach allows the audience to experience their connection directly, with the background fading into insignificance. In scenes where Alice’s mother appears, she remains visually peripheral, a subtle nod to how Alice’s anxieties push her mother to the edges of her awareness.
Atomic London worked with Hillside Animal Sanctuary to develop the campaign. The sanctuary’s cows and other animals are all rescued from the farming industry, and animal welfare was the top priority throughout the shoot. The campaign is running across cinema and social channels in the UK and globally and uses expertise from Atomic’s orbit of companies, including social and creator agency, Supernova.
Elisa Allen, vice president of programmes, PETA, stated, “Children naturally empathise with animals, but many young people (and adults, too) may not think about how their holiday roast came from the same curious, loving cows who are so easily befriended. This powerful spot, created by the talented team at Atomic, forces audiences to confront this reality – and in doing so, it’s sure to encourage them to act with compassion and leave cows and other animals off their plates during this season of goodwill.”
John Cherry, executive creative director, Atomic London, added, “With The Girl and The Cow, we wanted to tell an unforgettable story that feels like your typical, heartwarming Christmas ad—until it takes a sharp turn and shows the harsh reality behind the Christmas food industry.”
Andrew Poole, director, Atomic London, concluded, “When casting, we steered clear of overly polished, stage-trained actors. We needed someone who could connect naturally with animals and, on top of that, play the trumpet—a big ask, but we found the perfect fit. And Kiwi, our rescue cow, was so easy-going that the bond between her and Alice really came through on screen. This campaign gives people a chance to see things from a different perspective and maybe rethink their choices this Christmas.”
Credits:
Client: PETA
Senior Manager, Celebrity and Creative Projects: Iona Kirby
Creative Agency: Atomic London
Creatives: Sam Isaacs & Walaa Ellabib
Creative Directors: Matt Crump & Gavin McReady
Executive Creative Director: John Cherry
Director & Editor: Andrew Poole
Producer: Bel January
Account Manager: Bea Greenwood
New Business: Charlotte Anderson
DOP & Camera Operator: Tom Langridge
Focus Puller: Ben Jones
1st Assistant Camera: Maeve Malen
Sound Operator: Adam Hurley
Runner: Wilf McKie
Wardrobe: Mim Quin-Harkin
Photographer: Jo Sax
Animal Welfare Officer: Jody Gordon
Campaign Partner: Hillside Animal Sanctuary
Sound: Jungle Studios
Sound Designer: Stuart Allen-Hynd (discounted for charity and a credit)
Post-Production: Absolute Post
Colourist: Phil Hambi (discounted for charity and a credit)
Equipment supplied by FOMO Rentals
(discounted for charity and a credit)
