PETA’s vice-president, Mimi Bekhechi, commends the innovative team at Grey for creating a shareable video challenging the status quo. The video combines disturbing cartoon imagery with a catchy song to shift attitudes and remind people of the sentient beings behind every piece of bacon. The campaign includes out-of-home executions referencing the “This Little Piggy” nursery rhyme and merchandise like a pig-year calendar, reflecting a farmed pig’s reported six-month lifespan. Director Jeff Low expresses hope that future generations will question current treatment of animals.