Hamface' - PETA
2026 is shaping up as a golden year for horror, which felt like the right moment for Pablo’s first campaign for PETA.
The problem: nobody’s scared of a ham sandwich. Asbestos and tobacco at least look like threats. But bacon, ham and other processed meats contain Group 1 carcinogens and are linked to 34,000 cancer deaths worldwide every year. That’s more than Chucky, Leatherface and Freddy Krueger combined.
Pretty scary stuff when you stop and think about it. So, to drive a radical reappraisal of these everyday foods, Pablo created a new horror villain: Hamface. The terrifying embodiment of processed meat. The hidden killer who you invite into your home, trust at your table and never suspect until it’s too late.
And 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?
