Animal Liberation Movement No Caged Eggs

Animal Liberation Movement in New South Wales, Australia, has launched a viral campaign designed to expose cruelty to battery hens in Australia.

Broken Hen in No Caged Eggs ad

The spot features a woman preparing to fry an egg in her kitchen. Once she’s heated the oil in the frying pan she takes a miserable looking chicken and breaks it over the pan, releasing an egg. The broken chicken is thrown into the rubbish bin. Click on the image below to play the video.

The spot is available to view online at YouTube – You Don’t Need to Break A Chicken to Make An Egg.

Animal Liberation Online

Animal Liberation by Peter Singer at Amazon.comThe No Caged Eggs website reveals that the TV spot features two chickens. Suzy, the live star, was one of eight hens rescued from a battery farm. The chicken thrown into the bin had died earlier, at the same battery farm. As the site says, “No animals were harmed during the making of the ad. But they bloody well were beforehand”.

Animal Liberation is an animal rights charity founded in 1976 by Christine Townend, based on the philosophies of Professor Peter Singer, as set out in his book Animal Liberation.

Animal Liberation at


The No Caged Eggs TV spot was developed by BWM creatives Adam Hunt, Maureen McCabe, Lisa McLeod and Paul Carter.

Filming was directed by Ben Lawrence at Caravan Pictures, with producer Emma Lawrence and director of photography David Williamson.

The spot went through post production at Frame Set & Match.