Animal rights campaign group PETA is subverting feel-good Christmas campaigns with a hard-hitting spot that reveals the harsh realities of the festive food industry.

Devised by creative agency Atomic London, ‘The Girl and the Cow’ encourages consumers to consider the implications of their diets.

Directed by Andrew Poole, the 90-second film follows Alice,  a young girl who forms a close friendship with a cow after encountering the animal while practicing for her school concert.

Through the emotional clip the action group aims to highlight that cows are intelligent animals who can enjoy human activities such as listening to music in a bid to encourage viewers to consider veganism.

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PETA VP of programmes, Elisa Allen said: “Children naturally empathise with animals, but many young people (and adults, too) may not think about how their holiday roast came from the same curious, loving cows who are so easily befriended.

“This powerful spot, created by the talented team at Atomic, forces audiences to confront this reality – and in doing so, it’s sure to encourage them to act with compassion and leave cows and other animals off their plates during this season of goodwill.”

According to the agency, the ad was filmed with a handheld camera kept at eye level with Alice and the cow. It said this approach allowed the viewer to “experience their connection directly”.

Atomic London executive creative director, John Cherry added: “With The Girl and The Cow, we wanted to tell an unforgettable story that feels like your typical, heartwarming Christmas ad—until it takes a sharp turn and shows the harsh reality behind the Christmas food industry.”

The animals used in the film were from Hillside Animal Sanctuary, who rescue cows and other animals from the farming industry.