PETA has sparked fury after it joked about domestic violence in its vegan ad campaign.
The gaffe-prone animal rights group showed a woman wearing a neck brace after sex with her vegan boyfriend.
Apparently the veggie diet had turned him into a stud and the violent sex resulted in injury.
PETA claims the ad was meant to be a joke but it has backfired badly with groups accusing it of exploiting sexual violence images and domestic abuse to push its message.
SlutWalk Toronto, the group that started the global movement against sexual assault, says PETA needs to learn that veganism may be sexy, but sexual violence isn’t.
“We’re disgusted by PETA’s recent ad and campaign for pulling on the realities of sexual and domestic violence to get support,” the group wrote on its Facebook page.
Even experts in the field think they may have gone too far.
Michael Learmonth, the digital editor of Advertising Age, said: “PETA is going for shock value here.
“But I don’t think portraying women as beat up physically is a good idea, even in jest.”
The PETA campaign called, “Boyfriend Went Vegan,” is part of its smuttily named “Boyfriend Went Vegan and Knocked the Bottom Out of Me” video campaign.
The 30-second video on YouTube features a clip of a woman wearing a neck brace and painfully walking down the street.
The voice over says: “BWVAKTBOOM is a painful condition that occurs when boyfriends go vegan and can suddenly bring it like a tantric porn star.”
The ad ends with the woman smiling and throwing a bag of vegetables to her boyfriend.
PETA claimed it was tongue in cheek.
Spokeswoman Lindsay Rajit, PETA’s associate director of campaigns and outreach said: “The piece is tongue-in-cheek.
“People who watch the ad all the way through see the woman has a mischievous smile.
“She’s happy to go back with him. It’s playful.”