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:
PETA
We should worry about that:
PETA
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
- Prince Harry Breaks Royal Convention to Testify in Court
- How Safe Is India's Railway Network?
- Column: How the World Must Respond to AI
- Elliot Page: Embracing My Trans Identity Saved Me
- How a Texas High Jumper Has Earned Nearly $1 Million
- What the Debt Ceiling Deal Means for Student Loan Borrowers
- LGBTQ Reality TV Takes on a Painful Moment
- 7 Ways to Get Better at Small Talk
