In kerala, a small state in India, there is a saying- Konnal Papam thinnal theerum, which can be (roughly) translated as ‘if you kill (animals), that sin will be gone if you eat(its meat)’. It is, in a noble vegetarian vision, indeed a cruel non-vegetarian joke which reflects cold-hearted attitude towards animals. That is a vision. This is too a vision.
Confession-I am a non-vegetarian. I feel occasionally guilty about being a non-vegetarian. Especially when I am at butchers. I feel shocked when seeing those chickens hacked to death. But the shock from the market does not accompany the dining room, where the sin is deliciously served in tempting plates over a table.
Is it a sin or ‘is’ it a serious sin to eat meat or wear fur? Animals are ‘soulless’ creatures, and killing them won’t abound to a serious sin? If I think that it is not a sin to eat meat or wear fur, and if you think that it is a cruel sin, it is your duty to educate me or hundreds of thousands of other non-vegetarians. Animal lovers, give me a vision. Give a vision for us non-vegetarians.
Yes, sometimes we feel guilty. But, at most often, other messages are there- in movies, books, ads and everywhere... mouthwatering representation of non-vegetarian culinary delights makes us completely forget about the subject. Well, a few feeble sounds of argument comes from the other side(animal lovers/vegetarian), but it get drowned in a plethora of tempting everyday messages.
After all, when we think about animal lovers, naturally we think about PETA. But, honestly PETA does not give me a vision. In their efforts to uncovering the naked stupidities in novel ways, they spoil the message. PETA does not make me guilty as a non-vegetarian. Indeed, other emotions are there. Hatred, to the leaves which covers the hidden secrets of this lettuce-clad babe, amnesia/ temporary blackout when seeing this Indian version( I forget that all the Indians are my brothers and sisters), jealousy to the man who was stripped by hot-but-hollow Pamela Anderson, sympathy when seeing this ‘oldd’ effort. So, watching their advertising efforts make me horney, make me bang all those naked hot babes in my sleep, cruelly. But the commercials never give a reason to love and care animals in a better way. Not a bit.
Well, men like me should not reveal their dark secrets. However I should say these things in this situation, and I am bold enough to say these things mainly because of three reasons. 1. I am not married, so there is no one to conduct a serious surveillance over the varying temperature in my emotional barometer. 2. I am confident that I can keep this article away from my family members. 3. In my new online avatar, I am more out-spoken, shameless and riotous.
So, we need points, sensible points from the group of vegetarians and animal lovers. Not naked stunts. Definitely not naked stunts. We need ads like this one. This is just an example. Social campaign against animal testing for cosmetic products. The aim of the campaign is raising funds to build a rehab center for the animals that survived the tests.
CREDITS
Advertising Agency: Lowe Pirella Fronzoni, Milan, Italy
Creative Director: Umberto Casagrande, Mauro Manieri
Art Director: Lorena Cascino
Copywriter: GB Oneto
Photographer: Mauro Turatti
Post-producer: Mattia Giani
Image via: I believe in advertising
