Jealous Animals for Toronto Zoo

Lowe Roche has created a new set of commercials for the Toronto Zoo. Directed by Reginald Pike's Brian Lee Hughes, the spots depict people paying the price for praising the Zoo. The penalty for "zoo talk" ranges from having your car relentlessly pooped on by crazed pigeon to having squirrels throw nuts at your head. Each commercial ends with the url, JealousAnimals.com, where you'll find more bitter banter from the overlooked ordinary animals.

The campaign also includes t-shirts with pro-ordinary animal slogans, a MySpace page hosted by a jealous pigeon, and a "Pigeons Against the Zoo's Extraordinary Animals" protest rally, complete with tiny picket signs.

"The idea of jealous animals is a big one," says Lowe Roche CD, Christina Yu. "As soon as we came up with it, we knew we had something that could carry through to a lot of different media sources in an entertaining, integrated way. Plus, when you look at squirrels and pigeons, you just know they have a lot to be jealous of."

Superadgrunts, check out the spots inside.

Squirrel

Cat

Pigeon