PETA do it again (sigh)

// 30 January 2009

This was PETAs attempt at a Super Bowl ad break advertisement:

‘Veggie Love’: PETA’s Banned Super Bowl Ad

Yep that’s right, PETA again decide to sell “ethical” issues by massively exploiting women’s bodies and sexuality. Because obviously we all try to masturbate with asparagus and lick pumpkin skins in an sexualised manner before trying to dry-hump them. PETA here’s a hint, I’ve been vegetarian for more than half my life and this ad made me consider eating meat again just as protest against your trite, boring, misogynistic tactics.

If you can be bothered go to the “Making of…” video and you realise that pumpkin had shine spray on it before she licked it.

Alternet covers the same advert:

PETA should have found a way to express its message that doesn’t include any fantasy models enacting pornographic images with throbbing music in the background. I don’t care how tongue in cheek PETA thinks its being. Super Bowl or no Super Bowl, “Veggie Love” is sexist.

PETA have defended their actions by saying:

As an organization staffed largely by feminist women, we would not do something that we felt contributed to the very serious problems that women face.

Yeah right.

Comments From You

JENNIFER DREW // Posted 30 January 2009 at 8:27 pm

PETA claims its organisation is staffed mainly by feminists. Oh yes? So the moon is indeed made of green cheese if you believe this. Staffed by misogynists would be a truer description and moreover by staff whose sole aim is to portray women as men’s sexualised playthings.

Come PETA show some images of naked men engaging in self-stimulation, then perhaps you might just understand what sexual commodification of women means. Of course such images would not be allowed because it would be termed ‘sexist’ and degrading to men.

Saranga // Posted 30 January 2009 at 8:32 pm

Yes I regularly try to fuck myself with vegetables. And seeing a hot woman do so will instantly make me want to become vegetarian.


“As an organization staffed largely by feminist women, we would not do something that we felt contributed to the very serious problems that women face.”

Just because some women don’t find it offensive doesn’t mean other woman can’t find it offensive. It’s offensive. We are not a hive mind.

Anybody see PETA’s Sea Kittens ploy? not sexist, just daft. Fish = sea kittens apparently.

Kez // Posted 31 January 2009 at 11:16 am

It beats me why PETA feel the need to continue to pull this stuff. I mean, what do they hope to achieve? OK, on a crude level it gains publicity. But surely the point, for a campaigning organisation, is to win people over to their cause, and I fail to see how this advert would do that. I honestly struggle to imagine a single person watching that and thinking “oh, better become vegetarian!”.

It’s as if they’ve sat there thinking “how can we promote vegetarianism? I know, let’s make it sexy!” (Original, or what?) And then attempted to do so in the crassest, crudest, stupidest way possible.

PETA may well be staffed by women, but if they’re feminists then they’re a very strange variety.

Anne Onne // Posted 31 January 2009 at 1:22 pm

After all the campaigns they’ve pulled over the years, I find it highly likely PETA actually give a shit what women think. All the ‘women are meat’ and ‘if you go veggie/vegan, women will fuck you’ crap so far pretty much guarantees they don’t even know the meaning of feminism. Or intersectionality, come to think of it.

Here’s how it goes. You don’t step on another marginalised group to promote your agenda. You don’t co-opt their objectification as less-than to sell your ideal.

I’m sure there may be some women who identify as feminist working there, maybe feeling that they might change it from the inside, or work there in spite of the problems because nearly all workplaces are misogynist anyway. But for PETA to pretend that they are automatically the judges of what is and is not feminist is just laughable.

PETA, you contribute to the very serious problems women face EVERY time you use naked women or dead looking women to publicise your campaign in a society saturated with them, every time you equate women with meat, every time you pretend that eating vegetables makes men fuckable, every time you assume that the only audience worth addressing is white heterosexual men, and every time you defend yourselves instead of listening to the complaints of women who are offended.

Just change your motto to ‘Animals: they’re more important than women!’ and get it done with already. It’s the pretending you care that really rankles.

Grace // Posted 1 February 2009 at 10:12 pm

I heard about this but couldn’t have conceived of such rubbish! I looked down at the other ads, and they have one of Alicia Silverstone coming out of a pool completely naked and she’s doing a voice over about how healthy she feels being vegetarian, then she is viewed from behind, completely naked on the edge of the pool. What does that have to do with her being vegetarian? Nothing, because Casey Affleck did an advert as well and he is fully clothed and voicing over pictures of slaughtered animals.

A lifestyle choice like vegetarianism shouldn’t have to be sold with sex. Vegetarianism isn’t a product to be bought and consumed (not that it’s okay to sell consumer products with sex either), and shouldn’t be chosen just because it is cool or sexy at the time.

Bea Valle // Posted 2 February 2009 at 1:30 pm


Kate K // Posted 2 February 2009 at 5:13 pm

I agree with Anne Onne. Why does PETA believe that misogyny is the appropriate vehicle to stop people from eating meat?

Nor do the “sexy” women and their vegetables seem to have turned the heads of the targeted white male audience.

“Rather vulgar. Pass the fried chicken and chips. It is the Superbowl! We watch American football and eat junk food. Yeah!”

I join the hive mind – I won’t lick a shiny pumpkin!

Lara // Posted 5 February 2009 at 11:55 am

I am always baffled by how PETA seem to think attractive women taking off their clothes is going to convert meat eaters into vegetarians. If someone eschews meat after hearing Alicia Silverstone purr ‘I feel so much healthier being vegetarian’ whilst emerging from a pool naked, then perhaps they are not vegetarian for the right reasons?! It’s completely typifying of PETA’s employment of sensationalist, misogynist tactics instead of, let’s see, education??

Lisa // Posted 7 February 2009 at 2:19 pm

OK. As a vegetarian, I already have numerous problems with PETA’s campaigns, but this really takes the biscuit. Imagine this conversation:

Person A: So why are you vegetarian?

Person B: *Insert various moral, environmental, health etc reasons here*

Person C: Because it’s HOT man!

Which person would you have the most respect for?!

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