PETA’s ‘Super Bowl commercial’ for 2018 stars James Cromwell

Throughout Super Bowl Sunday, we’re going to be offering you a chance to see some of the biggest commercials on the night. Think of this as a way to get a jump on the big game, or a way to get some additional insight on some of the ads!

This ad is a little bit different than most of the others that we’re talking about here, mostly because it is a spot for PETA, an organization that is long known for “banned” commercials that don’t actually end up airing during the game. The same goes for this ad. The reason it reportedly isn’t being shown is due to the fact that NBC was asking for more money than the organization was ready to give. It’s airing online instead, which doesn’t really shock us. We’re not sure if PETA ever was planning to pay the money, but they got the publicity anyway.

The premise – The ad is featuring none other than James Cromwell (a noted vegan and accomplished actor) serving as a priest talking with a man who works in the meat-packing industry. The objective here is clear: Educating people that the meat industry can be misleading with some of their labels about free-range chicken or all-natural food.

Brand recognition – While the name PETA isn’t mentioned here all that often, we don’t think it’s altogether difficult to realize just who this ad is for.

Related – See more Super Bowl commercials and grades

Creativity – It’s a little too on the nose and, ironically, preachy for the organization to get their point across. We do think that there is probably some merit to much of what PETA is saying here, but they’re going about the message the wrong way to people who aren’t already vegan. What we would’ve done here instead is try to appeal to people on a selfish level. Why not emphasize the health advantages that come with being vegan, or that there are a lot of athletes now doing it and getting a better performance as a result? That’s the direction we would have gone in.

Our overall grade – C. Great production values are somewhat wasted on an ad that probably isn’t going to win anyone over.

What did you think about this Super Bowl commercial? Share some of your thoughts now in the comments! Also, you can like CarterMatt on Facebook for some other updates on the big game and more. (Photo: PETA.)