PETA: The Bear

Animal rights charity PETA is well known for its graphic campaigns and shocking stunts, but its latest ad takes a more subtle approach.

In the spot, created by VMLY&R and directed by Angel Apostolski, a bear is caged and driven to a laboratory to be strapped down, shaved, injected with chemicals, cut open, killed, and thrown away. The twist? It's not a real bear, but a little girl’s lost teddy.

“We set out to create a thought-provoking film that would make people pause, question and think instead of feeling judged,” said Christian Carl, executive creative director, VMLY&R. “The stuffed bear makes people pay attention and feel something, without shocking them with blood and guts. This inanimate object shows how these animals are treated — as if they are lifeless, unfeeling things.”

Using a teddy bear also allows the film to get through social media 'graphic content' filters, increasing the chances of discussion and shareability around the issue.