PETA is known for their attention-grabbing campaigns and their latest one is no different. In this new add, The Master method actor, Joaquin Phoenix helps to promote being a Vegan by simulating that he is drowning.
The concept is that it’s like he’s a fish being pulled out of the water and left to suffocate to death. It’s described as a “slow, painful and frightening” death for “more than 1 trillion fish every year.” Phoenix struggles underwater, panic in his eyes and on his face. He also told PETA about an experience he had when he was younger: “My family and I were on a boat, catching fish. As one fish was caught, he was writhing, then he was thrown against the side of the boat. You couldn’t disguise what it was. This was what we did to animals to eat them. The animal went from a living, vibrant creature fighting for life to a violent death. I recognized it, as did my brothers and sisters.”
PETA claims that ABC has banned the commercial from running during the Academy Awards telecast (where Phoenix will be up for Best Actor in The Master). They were told that it was too “political” and “controversial” for the show. Apparently E! will be running it during the post-show which is hosted by Jimmy Kimmel. Watch the ad below.