The advert was commissioned by animal rights charity Viva! and directed by Plant Based News Co-founder Robbie Lockie.
It is part of Viva!’s major TRASH campaign, which aims to bring attention to the plight of male cows in the dairy industry, through billboards and street actions as well as the advert.
“The short emotive video, directed by Robbie Lockie of Plant Based News, is the first vegan YouTube advert shown in the UK,” Viva! told PBN.
“Paid YouTube mobile advertising is 84 percent more likely to receive attention than TV advertising and YouTube vlogging has been credited for bringing veganism into the mainstream.
“YouTube provides the perfect opportunity to broadcast a vegan message to an audience who are really listening.”
The advert by Viva! and Robbie Lockie
Powerful vegan message
“I’m so honored to have been involved in this major campaign by the brilliant Viva!,” said Robbie Lockie.
“Putting together this footage was extremely sobering; we have a huge crisis in the UK, with 95,000 bobby calves being killed soon after birth. To treat sentient animals like inconvenient byproduct is obscene.
“We need to put this message in front of as many people as possible, and Viva! has found a powerful way to do it.”