Jessie Cave is an actor who appeared in Harry Potter, as well as a comedian, and vegan advocate
A short musical film with a pro-vegan message has scooped a prestigious award at an international festival.
The short, which stars Harry Potter actor, comedian, and vegan Jessie Cave, picked up a Silver Film Lions Award at the Cannes Lions International Festival of Creativity.
Created by vegan charity PETA, in collaboration with creative agency House 337, the short is made in the style of children’s TV shows of the ’80s and ’90s.
It shows vegan celebrity Jessie, who plays ‘an unsuspecting millennial anticipating a typical cheery sing-along’, alongside a group of animal puppets. She visits Red River Farm, where she becomes increasingly disturbed by what the animals tell her.
They share ‘tales of rough shearing, painful plucking, and other forms of cruelty they endure when used for clothing’.
Jessie Cave and the animal cast
As they open up to her, Jessie is seen going from delighted to horrified, as she learns more details about the treatment of animals by the fashion industry.
Among the gruesome anecdotes, a snake puppet recounts being ‘pumped full of air’, skinned alive, and left to die ‘for hours’.
Meanwhile, sheep talk about their skin getting ‘sliced up’ as they are shaved ‘so aggressively’, and shearers stamp on their necks.
While the video doesn't show real-life graphic footage, it does take a dark turn. Still courtesy of PETA via YouTube
PETA Vice President of Programmes Elisa Allen discussed why it is worth seeking out vegan alternatives to animal-based products when it comes to your wardrobe in a statement she made about the video and why the charity made it.
She said: “Part entertainment, part education, the spot reminds shoppers of all generations that animals don’t want to be bludgeoned, punched, plucked, skinned, or killed so that their body parts can be made into a stiletto or a sweater.
“It’s easier than ever to find vegan clothing and accessories that didn’t harm a hair on an animal’s head.”
Are you keen to ditch the animal products from your wardrobe, but confused about where to start? Check out our guide to the myths behind vegan fashion
Featured still courtesy of PETA via YouTube