For Immediate Release:
14 March 2013
Top Agency Ogilvy & Mather Donates Animated Musical Spot to PETA
New Delhi — Just in time for Wills Lifestyle India Fashion Week and Lakme Fashion Week, PETA is rolling out a computer-generated parody that makes consumers think twice about wearing animal skins. In the video, foxes are disguised as statuesque runway models draped in human body parts—including a wrap consisting of dozens of arms. PETA’s point? That every year, millions of animals are killed in the name of fashion—but what if the tables were turned? The parody, titled “Runway Reversal,” was donated by Ogilvy & Mather, the world’s top ad agency, with offices located in 169 cities on six continents.
“No one should die so that their skin can be worn by someone else—and that includes the millions of cows, foxes, rabbits, minks, and other animals abused and slaughtered for their skin every year,” says PETA India CEO Poorva Joshipura. “If the idea of an animal draped in human body parts seems grotesque, how can anyone who wears animal skins think that they’re making a ‘fashion statement’?”
Cows, buffaloes and other animals used for leather in India are often crammed onto vehicles in such high numbers that their bones break. Those who survive this ordeal have their throats cut in full view of other animals, and many of them are dismembered and skinned while they are still conscious. Leather is also murder on human health and the environment. Runoff from leather tanneries poisons rivers and streams, harming all life within. It has also been linked to cancer, respiratory infections and other illnesses in humans.
Snakes, alligators and other exotic animals suffer greatly before their skins are turned into shoes, bags and other products. Snakes are often nailed to trees or posts and skinned alive. After the animals’ peeled and mutilated bodies are discarded, it can take hours for them to die – usually from shock or dehydration. Alligators are often crammed into small spaces on factory farms and then beaten to death with hammers or axes.
For more information, please visit PETAIndia.com.