PETA’s new Christmas advert, which recently aired on Good Morning Britain, opens viewers’ eyes to the smart, sociable birds who often end up on a carving board.
Dreamed up in collaboration with creative agency Dream Farm, the spot tells the story of little turkey Toby’s escape, orchestrated by his mother, from an abattoir-bound lorry and how he winds up a beloved family member at the table, not on it.
The ad concludes with a simple message: “Peace on Earth begins at home. Have a vegan Christmas.”
The spot will be shown in Welsh cinemas, including Vue, Cineworld, and ODEON branches, throughout the festive season.
“Turkeys like Toby are gentle, gracious, and gregarious individuals, and each one has a story that should not end on a fork,” says PETA Vice President of Programmes Elisa Allen.
“PETA urges Welsh locals to share comfort and joy this Christmas by enjoying a delicious vegan feast. We stand ready to help with our free vegan starter kit.”
Each year, millions of turkeys suffer and die for the UK’s Christmas dinners. In nature, turkeys are protective parents and spirited explorers who can live up to 10 years, but those killed for food are normally slaughtered between 12 and 26 weeks of age.
The young birds are often hung from metal shackles by their feet and dragged through an electrified bath that can cause full-body tremors. Some are still conscious when their throats are slit and as they’re placed into scalding-hot water to remove their feathers.
PETA – whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview – offers a guide to meatless Christmas roasts and a vegan starter kit. For more information, please visit PETA.org.uk or follow the group on Facebook, Twitter, or Instagram.