Do It Like They Do - PETA | Clapboard Ad Archive
PETA’s Do It Like They Do, launched in the United Kingdom in 2013 by Fallon, represents a pivotal entry in the public interest market category, pushing animal advocacy messaging beyond concern and into the territory of personal wellbeing and physical vitality. The campaign’s central film hinges on a provocative creative idea — that adopting veganism can unlock superior sexual performance — and leverages humor and risqué innuendo to cut through entrenched perceptions of plant-based living. Fallon’s execution channels the spirit of what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, staging animalistic visual cues and exaggerated metaphors of primal energy to land the core proposition: embracing a vegan lifestyle is a path to both compassion and carnal vitality. Rather than deploying testimonials or functional demonstrations, the film situates animal compassion and human libido within the same frame, inviting viewers to see themselves as participants in a more sensual, life-affirming way of being. By embodying the benefit as an unignorable symbol — inviting audiences to unleash their ‘inner animal’ in the bedroom — Do It Like They Do seizes upon culturally resonant, tabloid-inviting themes that fuel conversation and challenge stereotypes, positioning PETA not only as an advocate for animal rights but as a lifestyle brand attuned to contemporary desires for health, attractiveness, and sexual confidence. The film’s ability to amass over 130,000 views underscores its penetration into broader audiences, lending credence to its strategy of linking ethical choices to tangible, relatable personal gains. Fallon’s creative bravado reframes veganism from a sacrifice to an upgrade, borrowing both the language and imagery of popular culture to spark new conversations around diet, desirability, and identity. The campaign earns 67/100 in Clapboard’s global creative archive. Do It Like They Do signals to the industry that purpose-driven brands can claim new ground by dramatizing lifestyle benefits through bolder, culturally attuned storytelling devices, so long as the core message remains powerfully legible to a mass audience.
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