To help ensure that people have the most romantic Valentine's Day yet, PETA, in partnership with cross-cultural creative agency the community, have unveiled a new mock documentary video involving a fictional motel that's been forced to ban vegans —because of their noisy marathon sex sessions.
Created by the community, “What? This Motel Is Banning Vegans?” features a series of “investigative interviews” revealing all the “complaints” around vegans’ noisy sex sessions – from the motel manager that is fed up with all the moaning to the maintenance person that can't repair the broken beds fast enough. There is even a former guest that notes he lost his wife because of the noise. He says: “Last Valentine's Day, my wife and I stayed there. There was a vegan couple in the next room, and they were just going at it for hours. Well, the next morning, she had left…she needed more. Tell her I love her and I ordered a salad today.” The campaign video ends with the tagline “Increase your sexual stamina. Go Vegan.”
Running on digital and social media platforms, the campaign video is meant to showcase that going vegan improves your health – and ultimately your sex life. According to PETA, the cholesterol in meat, eggs, and dairy foods contributes to hardening of the arteries and can slow the flow of blood to all the body's organs.
"The key to a powerhouse performance in the bedroom can be the plants that you put on your plate, which are natural aphrodisiacs," said PETA Executive Vice President Tracy Reiman. "PETA's cheeky video points out that when it comes to sexual stamina, vegans come out ahead."
Rodrigo González and Cora Pérez, Associate Creative Directors at the community:
Tell us about your role in the creation of this work.
We were Associate Creative Directors for this project, creating and executing this campaign. But, ‘No Vegans Allowed” is the result of teamwork. Everyone involved put their heart into it, and that was key to making this campaign happen.
Give us an overview of the campaign, what is it about?
This campaign is a documentary about the first motel in the world to ban vegans. A motel that has had enough of the side effects of vegan guests having sex under its roof. Broken furniture, noise complaints, empty condom machines… Is this real? Well, in a world full of fake news, it’s hard to tell what’s real and what’s not. What becomes crystal clear is that following a vegan diet improves your sexual performance.
Tell us about the details creative brief, what did it ask?
Valentine’s Day serves as excuse to promote jewelry, flight tickets, clothing, furniture and even instant soup. The whole point of this campaign was to stand out on a day when hundreds of brands are also trying. We’re happy we could have people talking about PETA in a day that naturally belongs to others.
Which insight led to the creation of this piece of work?
We were lucky enough to have not only an insight, but also a fact. Science proves that vegans have a better sexual life. A vegan diet increases vitality, energy, blood flow (which helps to have an maintain erections) and causes a chemical reaction in the body that increases the libido in both males and females. Having a true fact behind this campaign makes it both funny and serious at the same time.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
Believing in a client and having a client that believes in you. That’s all that matters when you are willing to produce great ideas. At The Community, that’s our goal, but we know it’s not an easy one. That’s why, when a project like this comes to life, we give it the value it deserves. We would love to we have the time to sit and celebrate, but, luckily for us, more interesting projects sit just around the corner.
Where do you see this campaign going in the future?
Working with PETA is always a pleasure, in this campaign and every piece of work we do with the organization. We have built a really good relationship that we hope will last as much as vegans can. So, pretty much…