From blue blood to a giant head, PETA's ad depicts the horrors that might result from eating octopus

The animal rights group takes a darkly humorous approach in spot by Grey London

Published On
Oct 19, 2022

Editor's Pick

There's plenty of sensitivity these days around eating octopus (especially since films like Netflix's "My Octopus Teacher" reminded us how intelligent the creatures are.) A new spot from animal rights group PETA and Grey London also wants to remind us not to, but takes a humorous stance to engage our attention.

The idea is that if you eat octopus, you'll fall victim to a curse. So your blood will run blue, your head will turn giant, you'll get googly octopoid eyes and more.  All this is portrayed in a 70s-style PSA format, with some hilarious direction by Jeff Low of Biscuit (who's also behind another supremely comedic ad this week, for Ocean Spray.)

The film ends with the message: "Octopuses are extremely intelligent, sensitive creatures. If you eat them you’re basically a cannibal. Stay human. Don’t eat octopus."

It's running in the U.K. and U.S., raising awareness of a petition to block the development of the first octopus farm in Europe.

“PETA wanted one thing…for people to stop eating octopus. It’s a serious brief that we tackled with a silly answer; by creating a very ‘real’ curse,” said David Wiggleworth, executive creative director at Grey London.



Oct 19, 2022
Client :
Agency :
Client :
Vice President of Programmes :
Elisa Allen
Anti-Speciesism Project Leader :
Vanessa Johansson
Global CCO :
Javier Campopiano
President & CCO :
Laura Jordan Bambach
David Wigglesworth
Head of Art :
Costanza Rossi
Creative Director :
Cesar Herszkowicz
Creative Director :
Alexandru Vasile
Creative :
Cesar Herszkowicz
Creative :
Alexandru Vasile
Creative :
Cameron Sutherland
Raquel Chicourel
Agency Planner :
Asad Shaykh
Joint Managing Director :
Jonny Tennant-Price
New Business Director :
Katherine Goodale
Group Business Director :
Ayesha Datoo
Executive Producer :
Maxine Hose
Agency Senior Producer :
Anthony Borkett
Head of Design :
Sunir Patel
Designer :
Stuart Leung
Production Company :
Biscuit Filmworks
Producer :
Kwok Yau
Executive Producer :
Samantha Chitty
Managing Director / Executive Producer :
Rupert Reynolds-MacLean
Head of Production :
Polly Du Plessis
Production Manager :
Thom Green
Director :
Jeff Low
Matthew Emvin Taylor
Production Design :
Lucie Red
Editing Company :
Shift Post
Editor :
Saam Hodivala
VFX + Color :
Untold Studios
Executive Producer :
Ian Berry
Producer :
George Reid
Creative Director :
Ben Cronin
VFX Supervisor :
Alex Kulikov
VFX Artist :
Michael Korniltsev
VFX Artist :
Felicia Petersen
VFX Artist :
Lucas Girault
VFX Artist :
Lewis Hodd
Colorist :
Julien Alary
Online Supervisor :
Richard Harris
Audio Post-Production :

Need a credit fix? Contact the Creativity Editors