The Joaquin Phoenix PETA Ad Relates Drowning to Killing Fish

By: Jonathon Brown - Published: Feb 17, 2013 • References: & adweek
There's no saving this movie star in the new Joaquin Phoenix PETA ad. The entire commercial sees Joaquin Phoenix underwater as he slowly realizes he's drowning and the air bubbles come flooding out of his mouth and nose. The commercial is in support of vegan diets and is attempting to relate killing fish to drowning humans. It compares the pain and anguish involved in drowning underwater to the way fish die when they are pulled from the water.

Vegans eat no products that come from animals, which includes meats and dairy products. Joaquin Phoenix has long been a supporter of PETA and is front and center in this striking ad. He also handles the voice over, which details the process of drowning and questions if killing fish this way is really worth it. Stats for Underwater Animal Rights Ads Trending: Older & Mild
Research: 583 clicks in 171 w
Interest: > 3 minutes
Concept: Joaquin Phoenix Peta Ad
Related: 113 examples / 87 photos
Segment: Neutral, 18-55+
Comparison Set: 41 similar articles, including: political dubstep commercials, forceful falcon deodorant ads, and creamy cookie quarrel commercials.