Rokkan launched an unusual effort for The Humane Society of the United States (HSUS) with a video purporting to introduce “Same Day Pups: Puppy Drone Delivery.”
The video shows two children begging their parents for a puppy, who then order one through a mobile app promising same day delivery via drone. A puppy is then lifted via drone and flown to the family, who tracks the order on the mobile app.
The hoax video is designed to deliver the message that “A Puppy Is Not A Product,” part of a national campaign to raise awareness of the horrors of puppy mills. Rokkan and HSUS released the video anonymously last week, along with an unbranded landing page. Some people understood the message right away, others were frightened. Yesterday, HSUS revealed itself as the organization behind the video and unveiled its A Puppy Is Not A Product page, where visitors can learn more about the initiative.