It’s not every day that a Super Bowl ad takes a stand for animal rights, but this year, PETA’s powerful commercial did just that. As we celebrate the 25th anniversary of The Sopranos, PETA’s Honorary Director, Edie Falco, known for her iconic role as Carmela Soprano, brings attention to the harsh reality faced by mother cows in the dairy industry.
Directed by DeMane Davis of Sweet Rickey production company and featuring editorial creative by EDITBAR, this groundbreaking ad pulls no punches in revealing the daily nightmare inflicted upon mother cows for the sake of cheese production. The collaboration between PETA, Edie Falco, DeMane Davis, and the entire creative team resulted in a poignant and unforgettable message.
Director DeMane Davis shares her enthusiasm for the project, emphasizing the impact of the script and the opportunity to work with Edie Falco. The collaborative effort brought together a talented team dedicated to bringing this important issue to light on one of the biggest stages in television advertising—the Super Bowl.
Editor Britt Bellamy echoes Davis’s sentiments, describing the joy of working with Falco and Davis to capture the emotional essence of the ad. Together, they crafted a compelling narrative that resonates with viewers and draws attention to the plight of mother cows.
Davis’s extensive experience in television and commercial directing, including work on acclaimed shows like Queen Sugar and commercial projects for brands like American Eagle and Blue Cross, brings a unique perspective to the PETA ad. Her commitment to storytelling and her understanding of the power of visual media shine through in every frame of the commercial.
PETA’s decision to air the ad on YouTube TV during the Super Bowl ensured that millions of viewers had the opportunity to see the message. With over 5 million impressions, the ad reached a wide audience, sparking conversations and raising awareness about the ethical implications of dairy production.
In a world where Super Bowl ads often prioritize entertainment over substance, PETA’s “Don’t Take My Cheese” campaign stands out as a testament to the power of advertising for social change. By leveraging the star power of Edie Falco and the creative talent of DeMane Davis and the Sweet Rickey team, PETA delivered a message that resonates long after the final whistle blows.
Published in the United States in February 2024, this professional campaign serves as a reminder that even in the world of advertising, there is always room to shine a light on important issues and advocate for positive change. Through collaboration, creativity, and compassion, PETA’s “Don’t Take My Cheese” campaign continues to make a difference in the fight for animal rights.
