PETA’s attention-grabbing ad, Good Sh*t, stars a cast made up of poos literally singing the praises of a vegan diet. The idea comes off the back of research that found a significant proportion of the population suffers from constipation among other everyday digestive issues, which a plant-based diet can apparently help to alleviate.

Directed by Javier Lourenço and Alvarez Ortega Bianchi, the animation presents a plant-based utopia filled with cutesy toilet-themed cartoon characters, and comes with a bespoke pop earworm for good measure. It has an irreverent tone worthy of Netflix series Big Mouth or Adult Swim’s shows.

Devised by social-first agency Samy Alliance, the animation is set to appear across channels such as TikTok and Instagram, as well as in audio versions for Spotify and an OOH activation, including character stickers that will be cropping up across the UK. The ad directs people back to its campaign page highlighting more of the benefits of a plant-based diet.

“We set out to find the most distinctive and effective way to grab people’s attention in a competitive space like social media,” says Samy Alliance’s global CCO Santiago Lucero. “Humour, animation, and music became the perfect channels to deliver this unexpected message.”

As an animal rights organisation, you would expect PETA to highlight ethical arguments for veganism, which makes this approach feel especially unexpected. The strategy responds to findings that it can be more effective to focus on human health over animal suffering when encouraging people to adopt a plant-based diet, having found that the latter can cause people to switch off.

Credits:
Agency: Samy Alliance
Global CCO/Creative Director: Santiago Lucero
Creatives: Adrián Rey, Nicolás Larroquet
Production Company: Flamboyant Paradise
Directors: Javier Lourenço, Alvarez Ortega Bianchi
Character & Environment Design: Alvarez Ortega Bianchi
Animators: Esteban Dunand, Juana V Lin, Lena Mandel, Malena Medel, Evelyn Martí, Jerónimo Fernández, Catalina Lorente, Sofía Belén Sosa, Agustín Martínez Ludueña, Nicolás Carmona
Music & Sound Design Company: Noroeste Music