In a poignant Super Bowl ad, PETA enlisted the expertise of Sweet Rickey director DeMane Davis to shine a light on animal cruelty, featuring renowned actress Edie Falco, famous for her portrayal of Carmela Soprano in the iconic series The Sopranos.
Directed by DeMane Davis and edited by Editbar’s Britt Bellamy, the PSA unveils the grim reality faced by mother cows in the dairy industry, drawing parallels between fictional violence and the real-life horrors experienced by these animals.
“As soon as Creative Director, Writer and Artist, Christian Carl reached out and sent me the PETA script he had written I was all in,” says Director DeMane Davis. “I’ve always loved his writing- and this? Hot damn! Then add Edie Falco – THE EDIE FALCO. Then my Sweet Rickey Family graciously jumped on board as did Editbar and many other collaborators. I couldn’t be more proud to have the chance to direct this Super Bowl commercial for PETA with the home team I love.” Watch below:
REELated:
Davis, known for her work on groundbreaking shows like Queen Sugar and How To Get Away With Murder, brings a wealth of experience to the project. Her commitment to storytelling and social justice shines through in the PSA, amplifying the message of compassion and empathy.
PETA’s ad, which aired on YouTube TV during the Super Bowl, reached over 5 million viewers across platforms, sparking conversations about animal welfare and ethical consumption.
The collaboration between DeMane Davis, Edie Falco, and PETA underscores the power of storytelling to effect positive change, urging audiences to confront the harsh realities of animal exploitation and advocate for a more compassionate world.
CREDITS:
BRAND: PETA
Creative Director: Christian Carl
PRODUCTION COMPANY: Sweet Rickey
- Director: DeMane Davis
- DP: Julia Liu
- EPs: Vanessa Lonborg & Scott Burtnett
Post: EDITBAR
- Editor: Britt Bellamy
- Lead Assist: Charlie Sears
- Assistant Editors: Ryan Cotrupi, Joel Delgado
- EP: Phoebe Cole Dubay
- Post Producer: Kathryn Hardman
Color: Assembly Post
- Colorist: Phil Choe
- Executive Producer: Tara Holmes
- Color Producer: Lucy Gatanis
Mix: Sound Lounge
- Mixer: Pete Crimi
- Producer: Matt Smith
MUSIC: Marmoset
For all of Reel 360 News’ Super Bowl coverage, click here.
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