PETA x Morrissey - 'Someday'

'Someday' is a persuasive piece, an advertisement of sorts which promotes the vegan lifestyle. This is something I am passionate about and feel like is too much overlooked. I originally found out about this animation earlier this year from the artist Morrissey (who is my absolute idol), as he teamed up with PETA, the anti-animal cruelty organisation to form this piece on factory farmed chickens. 

This animation is actually heartbreaking and I think is a much toned down version of the reality of animals in captivity. Considering the politically volatile 'Earthlings' and 'Forks Over Knives' graphic films, this piece is way more suitable for a younger audience. 

The visual appearance of the baby chicks are deliberately made to look cute and loveable, because why would you want to kill something so delicate? The piece illustrates how baby chicks grow up in cages until they are old enough to be slaughtered. Fortunately the main chicken in the video escapes after dreaming about it for all its life, but this is a rare occurrence, and is a radical realisation of what happens to the food you have on your plate.

Now I think there is no way at all that this video alone could persuade someone to go vegan, I mean it is 3 minutes long and its aesthetics are way too cute and mellowed, that the piece alone has no power to get through to someone, therefore it has its downfalls. I do think it can provoke people into thinking about what they eat, but for this controversial topic I think more graphic and frightening facts need to be pushed as opposed to this take on it. I assume it would however frighten children, but I also believe that children in no way should be making a decision such as this at their age.

I of course love the soundtrack to the animation. I love Morrissey anyway, but in contrast to the cutesy appearance, the music has a dark, tantalising tone to it which MAKES the animation. It is what emphasises the cruel nature of the food industry and if it wasn't there I feel like this piece would be completely unsuccessful in promoting such a serious lifestyle. 

Overall I do like this piece. I think it's message is powerful, and it should make the average person think. The audience who should be everyone over the age of 18, should feel some sort of emotion in response to what they see but that may be completely subjective since some people are more sensitive than others. I should hope some people feel remorse from it, but that is just me. I think by PETA using animation as another form of promoting their campaign, is rather innovative and any advertisement is good advertisement when it comes to terminating animal cruelty.