Vegan Commercial Now Shown in Movie Theaters Across UK

A commercial entitled “Hope, Not Hell” debuted this month in theaters across the United Kingdom, and currently runs before blockbuster films such as Star Wars, Pitch Perfect 3, and Murder On The Orient Express. The commercial was created by UK-based vegan nonprofit Viva! and features rescued pig Hope and her piglets experiencing freedom for the first time, syncing up her “dance of joy” to harrowing footage from factory farms. “We contrast her freedom with her sisters and brothers inside factory farms,” Viva founder Juliet Gellatley said, “so it is incredibly poignant.” The advertisement was created using £102,000 ($136,393) that the nonprofit received from crowdfunding. “In a world inundated by advertising,” Gellatley said, “it takes something unique to make people stop and listen. Hope’s rescue has given us the opportunity to do just that.” The advertisement, which runs until January 4, has the potential to reach more than two million movie-goers this holiday season.