Drowning for attention

PETA's new ad features actor Joaquin Phoenix drowning to bring attention to the way fish are drowned outside of water. According to the organization, ABC rejected the ad as being too "political and controversial."

Adweek's David Gianatasio points out the marketing strategy behind PETAs approach:

Of course, paid media placement is never PETA's real objective. Pushing buttons to generate free coverage is the goal. So, consider my buttons pushed.
(see update below)

Mine too. It is a good ad. It has high production quality, good acting and the message is remarkably clear, which can't always be said about PETA's past efforts. And compared to the crap that comprises most of television advertising, this is art. It has a message. It makes the viewer think and contemplate something of mortal and moral significance.

What do you think of the ad?

UPDATE: PETA's media person reached out to let me know that the ad will be airing during the Jimmy Kimmel Live! post-Oscars broadcast.

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