| Philosophy | People for the Ethical Treatment of Animals (PETA) has unveiled a poignant animated film that calls for a new Christmas tradition – one that excludes the killing of turkeys – created by creative agency House 337. “Kill the tradition, not a turkey” sees Tessa the Turkey, voiced by acclaimed actor Jane Horrocks, taking centre stage in a powerful 90-second film, set in a picturesque Christmas town. With whimsical innocence, Tessa sings “Deck the Halls”, but with the lyrics changed to comment on the quirky festive customs she encounters on her way: from family selfies in matching Christmas jumpers to houses festooned in hundreds of lights. The film takes a sobering turn when Tessa realises that she, too, is part of a Christmas tradition – the most sinister of them all. It ends by inviting people to “Kill the tradition not a turkey. Try vegan this Christmas”. We do so many traditions at Christmas without knowing the reason behind it. Research by The Grocer found that more than half of 1,500 young Brits polled believed turkey and all the trimmings was "old-fashioned", with 39% of the 18 to 30-year-olds declaring they would never eat turkey— it's time to "Kill the tradition, not a turkey". The collaboration between PETA and House 337 follows the success of “Red River Farm”, which was released in spring to highlight the cruelty of using animal-derived materials in fashion. It starred actor and singer Jessie Cave. Both campaigns use blunt messaging to get people to think twice about behaviour they might take for granted, reminding audiences that vegan choices mean there are viable alternatives. Launching in cinemas in December and online from 15 November, the campaign will also feature cut-down versions spread across PETA’s social media channels as well as supporting influencer and PR activations. |