Moviegoers waiting to watch "World War Z” or "Man of Steel” will see something unexpected on the screen: an advertisement about veterinary medicine.
The American Veterinary Medical Association released the ad today in selected cities as part of the organization's 150th anniversary celebration. The commercial will appear through June 27 and should be seen by an estimated 3.2 million people.
"The goal of the ad is to promote the veterinary profession to the public and to highlight the many other things that veterinarians do beyond treating pet cats and dogs,” said AVMA president Douglas G. Aspros, DVM. "We hope that this will help boost public awareness of the important role veterinarians fill in our society and across the globe.”
The ad will play during pretrailer advertisements in 160 theaters and on 2,760 screens in the Atlanta, Chicago, Dallas, Los Angeles, New York, San Diego and Washington, D.C., markets. It will be shown before movies such as "Monsters University,” "World War Z,” "Man of Steel,” "This is the End” and "Iron Man 3.”
The AVMA campaign marking its 150th anniversary includes an interactive Smithsonian Museum exhibit, sponsored by Zoetis Inc., that will premier in July during the AVMA Annual Convention. The meeting will take place July 19 to 23 in Chicago.
The Schaumburg, Ill.-based organization also published a commemorative coffee table book, "AVMA: 150 years of Education, Science & Service," that is available through its website.