The Joaquin Phoenix PETA Ad Relates Drowning to Killing Fish
Jonathon Brown — February 17, 2013 — Marketing
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.
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.
Trend Themes
1. Underwater Ads for Social Causes - Advertisers are exploring underwater environments to add a unique element to campaigns.
2. Relating Human Experiences to Animal Cruelty - Making connections between human experiences and animal welfare is a growing trend in advocacy advertising.
3. Raising Awareness About Vegan Diets - Veganism is being promoted as a humane and sustainable way of life, leading to new marketing campaigns and initiatives.
Industry Implications
1. Advertising - Innovative ad campaigns that leverage underwater environments and human experiences are creating new opportunities for ad agencies and production companies.
2. Animal Welfare and Advocacy - Organizations that support veganism and animal rights are exploring innovative ways to raise awareness and create change through advocacy advertising and social media campaigns.
3. Food and Beverage - The rise of veganism is creating opportunities for food and beverage companies to develop new plant-based products and promote them in the market.
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