PETA makes ham terrifying

PETA’s ‘Hamface’ turns processed meat into a slasher villain.

The most memorable horror character of 2026 may be the one between your two slices of loaf, if PETA is to be believed.

For its first work for PETA, Pablo London created Hamface, a processed-meat monstrosity designed to play up the unpleasantness and health concerns surrounding processed meat.

As Pablo’s site blurb explains: “We played it straight. No spoof, no wink to camera. We borrowed horror’s own language, the slow-building dread and the familiar home turned sinister, to tell a truly terrifying story built around a fact scarier than any on-screen killer we’ve seen before. The audience is left with a simple question: is it time to think twice about who you’re inviting for dinner?”

And unpleasant it is. Rather than producing a knowing horror parody, Pablo and directors RIOT make the domestic environment sinister, and tension builds as they dwell on a grotesque processed-meat villain.

Unlike PETA’s ads, which typically focus on cruelty, this one emphasises health. 

People instinctively recognise asbestos or cigarettes as things associated with cancer risk, but here a ham sandwich is the menace.

PETA's campaign builds on the World Health Organization's classification of processed meat as carcinogenic to humans.

RIOT bring the creature to life through ArtClass, with RASCAL on VFX, Ethos Studio on colour and 750mph handling sound design.

Our take

Around this time of year, PETA often pulls its shock-tactic moves. The charity has never been shy, and provocation is built into the brand.

‘Hamface’ comes as horror movies are on people’s minds post-Halloween. The closest comparison isn't necessarily another PETA ad; it’s the movies that surround our everyday lives.

The crucial decision not to make Hamface too funny gives the ad conviction and underlines PETA’s serious stance.

Brand: PETA
Agency: Pablo London
Directors: RIOT
Production: ArtClass
VFX: RASCAL
Colour: Ethos Studio
Sound: 750mph