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Company Lauded for Using Computer Graphics in Positive Depiction of Insect World
For Immediate Release:February 7, 2011
Contact:David Perle 757-622-7382
Herndon, Va. — Herndon-based Volkswagen has won a GOODY Award from PETA for its new "Black Beetle" Super Bowl ad. Instead of exploiting animals or risking harm to them, the ad, which was created by Deutsch L.A., uses computer-generated imagery to portray a vibrant, rich world of insects. PETA gives GOODY Awards to companies whose ads show respect for animals, feature positive depictions of animals, or raise important issues about animal welfare. Volkswagen will receive a framed certificate and will be featured on PETA's website. Click here to view the ad.
Volkswagen's new ad is hitting on all four cylinders with PETA because its computer-generated imagery shows how companies are using modern technology to create realistic and creative depictions of animals in advertising—from ants to apes. Live animals used in the entertainment industry are often subjected to rigorous and abusive handling and training methods—including electric shocks—to force them to perform tricks that are confusing and even frightening to them. Volkswagen has pulled out in front of the competition by recognizing that consumers are increasingly concerned about what happens to animals onscreen as well as off.
"Animals used in the entertainment industry are invariably scared and confused and deprived of everything that's normal, natural, and important to them," says PETA Executive Vice President Tracy Reiman. "Volkswagen's commercial is a great example of how companies can use modern technology to create ads that are as engaging as they are animal-friendly."
Although more and more companies—including Dodge, Verizon Wireless, Pfizer, and Monster—are choosing animal-friendly advertising methods, other companies continue to support the long-term abuse suffered by animals in the entertainment industry. Despite complaints from PETA, primatologists, and tens of thousands of PETA supporters, CareerBuilder recently aired an ad that used chimpanzees, making it the only company since 2009 to refuse to pull a national ad featuring a great ape.
PETA also gives out BADDY Awards to companies that attempt to increase sales with ads that disrespect animals or put them at risk.
For more information, please visit PETA.org.
Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights? Read more.