PETA is taking a short break from its hyperbolic, often overtly sexually demeaning, marketing strategy to talk to millennials in a language they might better understand: emojis.
The dialogue-free commercial, called “Beyond Words,” uses emojis to tell viewers that instead of worrying about this:
![](https://api.time.com/wp-content/uploads/2014/03/screen-shot-2014-03-21-at-12-08-13-pm.png?w=2400&quality=75)
We should worry about that:
![](https://api.time.com/wp-content/uploads/2014/03/screen-shot-2014-03-21-at-12-06-15-pm.png?w=2400&quality=75)
Spoiler alert: all the cute animals turn into skulls.
BPG made the ad, which will also run in magazines and on social media … which is a given since the entire concept is based on emojis. What say you: More or less effective than breaking down Pamela Anderson’s body into cuts of meat?
More Must-Reads from TIME
- Why Biden Dropped Out
- Ukraine’s Plan to Survive Trump
- The Rise of a New Kind of Parenting Guru
- The Chaos and Commotion of the RNC in Photos
- Why We All Have a Stake in Twisters’ Success
- 8 Eating Habits That Actually Improve Your Sleep
- Welcome to the Noah Lyles Olympics
- Get Our Paris Olympics Newsletter in Your Inbox
Contact us at letters@time.com