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PETA is always good for putting naked or nearly naked women on the streets and on billboards around Los Angeles. But oftentimes, their message gets lost in their theatrics.
Not so with their newest ad targeting fishing, and starring a clean-shaven Joaquin Phoenix.
The ad features Phoenix submerged underwater and struggling for breath as a narrator explains that when fish are pulled up on land, they die a slow, painful and frightening death by suffocation, much like we would if held beneath the sea.
We are then asked to put ourselves in their position. It's direct, to the point and kind of horrific:
In the past, PETA has sued a local restaurant for serving foie gras, gone after SeaWorld for their treatment of whales, and protested a number of television shows for their treatment of on-set animals.