Photo source: PETA
In collaboration with Grey London and O Positive director David Shane, the animal rights organisation PETA subverts the familiar warmth of a festive family meal – turning the traditional holiday table into something far more disturbing, a distorted glimpse of the reality the group argues is usually hidden from view.
The once-comforting holiday table grows increasingly splattered, and eventually drenched, in blood, a stark metaphor for the seasonal slaughter that often goes unnoticed. As the guests carry on with their small talk, their banal chatter underscores just how blind they are to the reality unfolding around them. The entire piece leans deliberately into horror tropes, using heightened tension and visual shock to push viewers to question rituals they rarely think twice about.
It also marks an unexpected tonal departure for Shane, who is best known for his sharp, light-hearted comedic work. Shane noted that the power of the film lies in the clarity and simplicity of its central idea. He reflected on the uncomfortable truth that most people knowingly look away from the realities behind their festive meals. Despite the serious message, he described the shoot itself as absurdly funny – especially for the cast, who had the toughest task of all: keeping a straight face while being repeatedly blasted with jets of fake blood.
“We hope our message resonates so that this Christmas, more people choose compassion over cruelty – and that nut roast sales go through the roof” said Helen Rhodes, chief creative officer at Grey London.
The “Happy Christmassacre” concept also extends into out-of-home executions, featuring blood-stained animal pelts that visually echo Santa’s iconic red suit. The imagery is designed to provoke discomfort without tipping into outright gore, ensuring the message stays sharp, satirical, and controlled. The film will screen in cinemas across the U.K., with digital placements running in the U.K., U.S., and Germany, while the OOH elements will appear exclusively in the U.K.
