PETA commercial denounces animal brutality with a DIY fake
The Community Miami agency was in charge of the advertising campaign
PETA commercial reimagines the “Do It Yourself” format as “Dismember It Yourself”
If there’s one NGO that’s particularly active in the advertising world, it’s PETA. The association People for the Ethical Treatment of Animals has long been creating impactful campaigns to raise consumer awareness.
This time, it’s targeting fashion brand Hermès for its unethical practices in producing its iconic Birkin bag, made from crocodile skin. And it does so by parodying one of the most popular formats on social media: the “Do It Yourself.”
“Croc Leather, Make Your Own Hermès Birkin Bag” is the title of PETA’s ad created by the agency The Community Miami and produced by Radical Media. The association denounces that even today, there are brands still producing bags made from animal skins.
The spot presents a parody of a “Do It Yourself” tutorial—one of social media’s most popular formats—and turns it into a “Dismember It Yourself.” In this way, we’re shown how to skin a crocodile and make an Hermès Birkin bag at home.
This crocodile-skinning video tutorial is hosted by Erika Makes, a fictional influencer created for the campaign. The piece’s ironic tone and the hyperrealistic portrayal of the process drive the message home. With just a ruler, a knife, and a bit of courage, you too can make one of fashion’s most coveted items. The message is clear: “If you wouldn’t do it yourself, why support it with your purchase?”
The brand released a statement alongside the campaign: “More than a billion animals are killed each year for their skins. Many undergo mutilations without anesthesia, and some are even skinned while still conscious. If you don’t want to be directly involved in this kind of abuse, don’t support it by buying these items.”
Watch | YouTube
