The ugly reality is that when it comes to protecting animals, we tend to only care about the cute ones. Our Ugly Animals campaign for our not- for-profit client challenged that by humorously turning nature’s unloved creatures into stars. The pitch: Close your eyes and open your wallets to help millions of endangered creatures—even the fugliest ones.
World Animal Protection
“Ugly Animals: Proboscis Monkey”
[shown on screen: pan up to reveal proboscis monkey in a tree]
Narrator:
We all have a friend who has inner beauty.
[shown on screen: a troop of proboscis monkeys]
Narrator:
The proboscis is that person in the world of monkeys.
[shown on screen: proboscis monkey eating in a tree]
Narrator:
It’s the co-worker you describe as having a great personality.
[shown on screen: various proboscis monkeys eating]
Narrator:
Is it a mistake that we’ve made this nose the face of our donation campaign? Yeah, sure it’s ugly.
[shown on screen: proboscis monkey growling]
Narrator:
But ugly animals need love too. Close your eyes and open your wallets.
[shown on screen: proboscis sitting on a log]
Narrator:
Help World Animal Protection care for millions of species.
[shown on screen: World Animal Protection logo. Donate at WorldAnimalProtection.ca/ugly © World Animal Protection 2020]
World Animal Protection
“Ugly Animals: Cassowary”
[shown on screen: the head of a cassowary enters the frame]
Narrator:
Babies, puppy dogs, not what this is. They say if you want people to donate show them doughy-eyed, furry, cuddly, creatures.
[shown on screen: koala bear in a tree]
Narrator:
Aw. Problem is, we’re raising money for millions of species.
[shown on screen: full body of a cassowary in a clearing]
Narrator:
Some look like your nephew’s peacock finger painting run through the office shredder. But still, ugly animals need love too. Donate to help World Animal Protection care for all species.
[shown on screen: World Animal Protection logo. Donate at WorldAnimalProtection.ca/ugly © World Animal Protection 2020]
World Animal Protection
“Ugly Animals: Pangolin”
[shown on screen: pangolin in a forest]
Narrator:
This is the cutest footage we could find of a Pangolin.
[shown on screen: Pangolin by a stream]
Narrator:
This is a close second. Oh dear.
[shown on screen: Pangolin walking through a clearing]
Narrator:
Would you love it more if it meowed or played piano in an internet video? I would. But even the offspring of an artichoke and a pinecone needs our love. So donate to help World Animal Protection care for millions of species. Even the fugly ones.
[shown on screen: World Animal Protection logo. Donate at WorldAnimalProtection.ca/ugly © World Animal Protection 2020]