PETA – ‘Stay Firm and Fresh’

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The sexual benefits of going vegan
PETA – ‘Stay Firm and Fresh’


PETA (People for the Ethical Treatment of Animals) UK, the charity dedicated to the establishment and protection of rights of all animals, today unveils a short online film, showing men how they can boost their sexual stamina by going vegan.
The film, ‘Stay Firm & Fresh’, developed by creative agency Fallon, is launching in conjunction with World Vegan Day on November 1st and is designed to show men how a vegan diet can help prevent and treat the symptoms of impotence.  
The film shows vegan men, proudly celebrating their sexual prowess by showing off their ‘fruit & veg’, and will appear on YouTube and across PETA’s worldwide affiliate social media channels, including Twitter, Facebook and Tumblr.  This is the first time PETA has partnered with an advertising agency in the UK to produce communications for this market.
View the spot below:
Yvonne Taylor, Senior Programmes Manager for PETA UK, said ‘What goes on the grill has a lot to do with what goes on, or rather doesn’t go on in the bedroom.  Eating burgers, steaks, eggs and dairy products, which are all loaded with fat and cholesterol, contribute to a hardening of the arteries and slows down the flow of blood to all of the body’s organs, not just the heart’.
Studies by the Erectile Dysfunction Institute show that up to 90% of impotence is caused by physical problems rather than psychological problems – these include high cholesterol, obesity, prostate cancer and hormonal imbalances.  A vegan diet is proven to reduce impotence because it provides a diet high in fibre, while eating a lot of meat is medically linked to diabetes, which in turn is often signified by erectile dysfunction.  Another Danish study showed that vegans have a 13% higher testosterone level than meat eaters.
‘Stay Firm & Fresh’ is the first film Fallon has created for PETA UK since their appointment earlier this year.  
Santiago Lucero, Executive Creative Director, Fallon, said ‘We are very proud to help this client and this cause – there is a great responsibility.  We are very happy with the result, especially to prove that its not necessary to be too serious or dramatic to talk about these issues.  In fact, we truly believe that being funny, curious, or simply a bit crazy helps a lot in engaging this audience.  And now we need everyone to help share the message…’
Project - 'Man Meat'
Client - Yvonne Taylor, Senior programme manger PETA UK
Brief - To promote veganism 
Agency - Fallon London 
Creative Team - Manu Diaz & Gonza Delgado
Creative Directors - Sam Hibbard & Dan Watts
Executive Creative Director - Santiago Lucero
Producer - Lisa Mason 
Account Director - Aaron Cole 
Director - Sam Peacock
Production Company - Stink 
Production Co Producer – Fran Thompson
Editor – Miika Vaso @ Fallon Films
Post Production – Electric Theatre Collective
2D Operator – Andrew Stewart
Post Producer – Dafydd Upsdell
Music – a big thanks to Eclectic, De Wolfe & Dirty Soup
Sound – Wave Studios
Exposure - Online and PR


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Fallon London , 7 years ago