Turkeys Win Big, Mazda Trumps Kia, and Can Mattel Score With UNO Movie?

Turkeys win big, or do they? 

PETA’s “Kill the Tradition, not the Turkey” campaign strives to encourage people to go vegan this Christmas in a notably satirically dark animated film by 337 Studios. 

The video shows Christmas from the perspective of Tessa the Turkey, voiced by Chicken Run: Dawn of the Nugget and Absolutely Fabulous star Jane Horrocks. It’s a quirky, adorable yet sinister journey through humankind’s wacky festival traditions. 

Whether the campaign will convert traditionalists to a vegan Christmas, it’s too early to say, but what is genius is PETA’s classic PR stunt approach – ads that make news and the tabloid story formula of sex, celebrity and controversy.

Despite only being broadcast in a handful of UK cinemas, the story nailed international as well as national media coverage, including rants by the Daily Mail, TalkTV and GB News. 

Whatever your dietary politics, PETA tapped into the seasonal PR zeitgeist and fed a clickbait frenzy of PR articles, social media shares and broadcast coverage, sparking debate and promoting PETA’s message to previously unreached audiences. 

GB News even hosted a live debate and reposted the advert to X, achieving over 20,000 views, igniting its socials after a domino effect of shares. 

It’s a masterclass in how to get tabloids to work for you. Storytelling, timing, celebrity and controversy – PETA’s message delivered. 

Barbie Spawns UNO Imitation

OMG, just when we thought toys, games and books had exhausted their IP, in comes Mattel, flushed from its Barbie movie summer success, announcing it’s to evolve into an IP-driven brand.

So, what exactly does this mean? 

Instead of building a customer base directly through products, Mattel will pivot away from the cyclical toy-making business into a moviemaking multiverse, nurturing a fanbase via the brand’s IP storytelling.

But can Barney, Hot Wheels or a Magic 8 Ball-inspired thriller achieve the same frenzied fan engagement as Barbie to become culturally defining blockbusters? Who knows. But, there have been stranger movies based on toys *cough* Battleship *cough* Trolls *cough*, with less memorable success. 

Marketers should totally understand the power of “fandom”. It’s not the preserve of Barbie, Transformers et al. Any brand can achieve fandom by shifting from flogging product features to showing benefits through creative storytelling. 

Barbie leveraged Mattel as the butt of its own joke, proving a sense of humour that resonates with customers. How this is recreated with UNO or He-Man we watch this space with interest.

Mazda 1, Kia nil. Stanley Cup prevails

In last month’s Briefing #14, we reported on the Stanley Cup that survived a car fire, and how its agile global president jumped on a golden social-first marketing moment that generated heaps of TikToks, X and PR coverage. 

Stanley boss Terence Reilly followed through on his promise to replace car owner Danielle’s destroyed Kia – in a heartwarming series of social videos we see Danielle receiving the keys to her new… Mazda CX-90. Hold on, didn’t Danielle own a Kia? 

Dear Kia, where are you?

For whatever reason, Kia didn’t feel the need for global exposure. A TikTok posted by Danielle driving her new Mazda out of the car dealership, complete with Stanley registration plate, and lots of Stanley Cup product placement, reached millions and set the comments alight – all positive sentiment towards Stanley and Mazda.

A co-branding PR story money can’t buy and a fantastic human-centric piece of reactive social from a brand that sensitively capitalised on the driver’s misfortune. This was top down, showing a president “gets it”, bypassing other stakeholders to get it done – and not ruining it by brand-conscious marketers over producing. Keep it real folks.