PETA put its own spin on the Colin Kaepernick silent protest for a Super Bowl commercial. However, FOX wasn’t moved by the submission, and it was denied to air during the Super Bowl.
The visual featured animated animals taking a knee to protest speciesism, a form of discrimination that involves treating members of one species as morally more important than members of other species.
PETA claims that the purpose of the commercial was to “challenge people to expand their concept of injustice to include humans’ injustice against other species.”
According to TMZ, PETA said the commercial appeared to be moving forward when a FOX commercial clearance rep replied to them on December 30th and January 3rd, indicating that the network was reviewing the spot.
Despite reaching out for follow-ups multiple times, the animal rights organization claims that they never heard back. Furthermore, they now believe that the NFL pressured FOX into rejecting the spot, not wanting to give any more light to the kneeling practice, which Colin Kaepernick started in 2016 to protest the oppression of black people in the country.
PETA also claims that requests to have the ad run locally in FOX markets have also gone unanswered for the same reason. However, a source close to the league told TMZ that the network airing the game is responsible for all ad approvals or rejections, not the NFL.
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PETA’s ad may be provocative, but it makes a good point. Other animals are not objects to be used by us; they are individuals, like us. We are all living beings with thoughts, feelings, and desires – and all of us should be spared the yoke, the chain, the knife, and the notion that we exist simply to serve others.
What a missed opportunity to spread equality. ALL lives matter, regardless of race, gender, or species.
I would so much rather watch a beautiful spot like this, with a positive message of kindness and respect for all, instead of yet another gross ad for meat or booze…
I sure with this thought provoking ad had run … it would have been a win.