BETC Paris launched a campaign against bullfighting, or corrida, as it is known in Spain and southern France, calling for an end to the practice on behalf of Federation of Leagues Against Corridas.
At the center of the effort is a spot, asking viewers, “Do you think this practice belongs to another age?” and driving home the message with a bit of exaggeration. You see, instead of a bull the matador squares off against a Velociraptor. The suggestion behind the swap is clearly that the tradition is prehistoric and has no role in the modern age.
After asking the question at the conclusion of its first half the spot answers, “Well it doesn’t. It still exists.” as the footage shows the CGI raptor swapped out for a real-life bull, which is killed by a matador. Obviously, the footage contains graphic content, so feel free to skip over the video if you may find it upsetting.
The spot concludes by asking viewers to sign a petition addressed to the future president of France, asking to ban the practice of bullfighting. Timed to coincide with the French presidential election, the campaign aims “to get the attention of the candidates” at a time when “most politicians have avoided taking a position on the matter,” according to a press release. The release adds that while animal cruelty is illegal in France, exceptions are made for the practice, yet “7 out of 10 French people are in favor of banning bullfighting.”
Whether or not the petition ultimately proves successful, the spot seems to be making a splash online, racking up 6.2 million views on Facebook and over 350,000 on YouTube. At the very least, the campaign seems to have started a conversation.
Credits:
Film: Do you think this practice belongs to another age ?
Advertiser: FLAC Anticorrida
Ad Agency: BETC Paris
Executive Creative Director: Stephane Xiberras
Creative Directors: Benjamin Le Breton, Arnaud Assouline
Director: Jean Michel Drechsler
Production Company: UNIT Image