• by Larissa Faw , October 1, 2019

PETA's new Pixar-style ad lures viewers with cute shots of mice before coldly shifting to animal experimentation in order to raise awareness about animal labs.

The animated spot opens with mice running through forests and then cutely acting as scientists experimenting in a lab, until the scene shifts to darkness and a human pulling one mouse by its tail. The ad ends by advocating the viewer visit PETA to help end animal experimentation.

"Mice Lab," developed with Endeavor's 160over90, runs in cities with large mouse labs, specifically, Raleigh, North Carolina, Bar Harbor, Maine and Boston. The spot is also appearing across social media, including Facebook, Twitter, Instagram and PETA Shares Facebook.