No one’s ever accused PETA of being reasonable in their ads, and they have a long history of using misogyny in misguided attempts to convince people to go vegetarian. We’ve seen them sexualize underage models in the name of animal rights, we’ve seen them use pictures of women’s “unattractive” pubic hair as part of their anti-fur campaign, and we’ve seen them inexplicably put Courtney Stodden on a red carpet wearing nothing but lettuce leaves. What are they up to lately? More of the same old sexist BS… but this time it’s possibly worse.
PETA’s latest ad, which is made up entirely of emojis, dares to say what no one else has the balls to say: that women are vain, self-centered morons who only care about shoes. Groundbreaking!
Set to dramatic piano music, we see an emoji lady daydreaming about those things all women daydream about. A green dress, a high-heeled shoe, a purse, lipstick, a boot, stars (?), wearing a crown. Then, in a crazy twist of events, her thoughts start to change. She starts daydreaming about GUNS and TIGERS. Knives, bunnies, syringes, monkeys, hammers, and SCULLS. Her teeny tiny stupid woman brain, once preoccupied with shoes and crowns, suddenly realizes that for every green dress she buys, at least one monkey gets hit with a hammer. To really bring the message home, a text bubble pops up that declares, “The cruelty animals suffer for our vanity is beyond words.”
Here’s the thing, PETA. Lots of women care deeply about animal cruelty, and there are tons of resources online that give actual, practical advice to people who are seeking to purchase beauty products and clothes that don’t use animal products or contribute to animal testing. We’ve published lists of vegan products we love, we’ve made guides for purchasing fair trade and cruelty-free holiday gifts, and we’ve given major props to retailers that prioritize animal rights. It’s really easy to fight back against animal cruelty without resorting to worthless sexism in your ads. It’s possible to promote one cause without setting another one back 20 years.
If your goal is to convince women– the people who buy most beauty products, shoes, and handbags– to care about the materials that make up the goods they purchase, you should probably start treating women respectfully. I know that sounds crazy, but it’s worth a shot.
Via Pop Culture Media on YouTube