"Redemption" showcases just how blatantly consumers are being lied to -- by focusing on the profound guilt and regret of a meat marketing manager who makes his way to a Catholic church for absolution. This spot presented the opportunity to cut through some of the branding myths the meat industry has created to the detriment of the public. The goal is to take all of these buzzwords like "free-range," "cruelty free," "sustainable," and alert people to the vague definitions the meat industry has assigned to them. This confessional booth is the ultimate equalizer, and without shareholders or publicists to face, our spin doctor can only face morality.

This spot was slated to be featured during the 2018 Super Bowl. It ended up premiering online, where it garnered over 1 million total video shares.

The results of the airing of this spot speak for themselves. Over 1,067,000 total shares to date and over 4000 media hits in print, online, and TV/radio. There was a 50% increase in traffic to peta.org during the first two weeks and an average of 40 minutes spent on the website looking at go vegan information. Additionally, there were over 10,000 vegan starter kits given out.