Warning: This ad is horrifying to watch. And that’s its real power – although the metaphor underlines it. BETC Paris has created an ad for French anti-bullfighting organisation Federation of Leagues Against Corridas (FLAC) designed to show that bullfighting is out-of-date – and barbaric.

The ad parallels a bullfight style battle with a (CG) dinosaur and an actual bullfight. It’s likely that bullfight fans are able to watch a bull being gored repeatedly, and finally killed with the vicious strikes of a knife into its head.

Apparently bullfight fans need the metaphor to feel uncomfortable about what they call a sport? And it’s clever of BETC to give them a way out of bullfighting – catching up to the more humane 21st century.

Mostly, BETC has made sure that everyone – on both sides – feels the impact of FLAC’s message.

The goal of the campaign is to stop bullfighting across France. It is already banned across much of the country, but remains a government-funded sport in certain regions of France.

The ad was directed by Jean Michel Drechsler at Paris CG/VFX agency, Unit Image.