Fallon Wins PETA Advertising Account

PETA (People for the Ethical Treatment of Animals) UK has appointed Fallon as the advertising agency to produce its first UK film ad ahead of a major communications push set to break later this year.

The move comes as part of a bid by the animal rights group to bring some of the flavour of its successful US and Asian affiliates to the UK market. In America, PETA is well known for producing confrontational, often controversial creative work designed to highlight the abuse of animals.

Although PETA UK and its affiliates have released headline-grabbing print ads in the past – including an ad condemning the use of bear fur by soldiers guarding the Queen, and another showing Elen Rivas, the former girlfriend of Frank Lampard, with bullfighting spears piercing her back – it has not previously worked with a UK advertising agency on film-based advertising creative.

Fallon was appointed as part of a process that began in September 2011, but won the account without a full advertising pitch.

Santiago Lucero, the executive creative director of Fallon, said: “Winning a Client like PETA is incredibly motivating because it gives us the opportunity to defend a really good cause - and when that comes combined with a great creative opportunity, it's even more exciting. We're looking forward to working with PETA to create something truly influential.”

Yvonne Taylor, the senior programme manager at PETA, added: “PETA is hell bent on getting people to think about how to help animals by using extremely creative, amusing and sexy messaging which is why we have chosen Fallon.”