TIME Advertising

PETA Uses Emojis To Shame People in Its Latest Ad

Emoji thumbs up, or emoji thumbs down?

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:


We should worry about that:


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?

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