The animal rights organization Peta wants to encourage people to leave meat out of their Christmas dinner with an emotional advert.
Titled “The Girl and the Cow,” and created by Atomic London, it tells the story of an unlikely friendship, prompting people to reflect on the lives of animals and the realities of the food industry with the Christmas season as a context.

Atomic London has collaborated for this campaign with Hillside Animal Sanctuary, which rescues cows and other animals from the agricultural industry.

The Campaign will be broadcast in cinemas and on social media, both in the United Kingdom and globally.

Elisa Allen, Vice President of Programs at Peta, stated: “Children naturally empathize with animals, but many young people – and adults – may not think about how their Christmas roast came from the same curious and loving cows with whom they so easily make friends.”

For his part, John Cherry, Executive Creative Director of Atomic London, said: “We wanted to tell an unforgettable story that feels like a typical, heartwarming Christmas ad, until it takes a sharp turn and shows the harsh reality behind the Christmas food industry.”