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Mercy For Animals Debuts New Commercials

Mercy For Animals Debuts New Commercials

Mercy for Animals has debuted three new television commercials that it plans to air on MTV.

The commercials depict a person buying a meat product — one in a grocery store, one at a fast food drive thru, and another in a high school cafeteria — only to notice that their package/bag/tray is dripping blood. After a pensive pause as the person surveys their blood-stained hands the commercial cuts to scenes of miserable animals in factory farms.

The ads end with a heavy heartbeat and text on the screen encouraging viewers to “help end animal cruelty. choose vegetarian chooseveg.com.”

As far as animal rights advertisements go, I give it an eight out of ten.

First, the positives:  The videos are blunt and to the point. They don’t beat around the bush; they connect buying meat with having blood on your hands. The visceral immediacy of it is creepy, jarring, and as unpleasant as it should be.

Additionally the website that the commercial directs viewers to, chooseveg.com, attacks the egg and dairy industry and dispels myths about “free range” or “humane” animal products. The website asserts that “Animal agriculture, even free-range or organic animal agriculture, is by its very nature cruel.”

This is refreshing in a world where many animal advocacy groups are afraid to advocate for veganism for fear of seeming dogmatic, uncompromising, or divisive.

Some groups that claim to advocate for animals are afraid to even advocate for vegetarianism and instead push the idea that “even if you like meat you can help end [animal] cruelty” which is, of course, false and reprehensible.

There aren’t many negatives to the ads. My main complaint is the use of the word “vegetarian.” While it could be argued that veganism is a strict type of vegetarianism and so the ad could more readily be accused of being too vague rather than inaccurate, I would argue that abstaining from meat is simply a dietary choice without moral weight. If what you are advocating is veganism then say veganism.

Shying away from the use of the word “vegan” while simultaneously advocating for its precepts is not necessarily misleading, but it is confusing and lacks oomph. If we want to make the world a better place for animals then veganism seems to be the only path that makes sense, so let’s quit softening our message and give it to the people straight. If we want to make vegan living mainstream, then we’re gonna have to embrace the word even if we think the public may warm up to it slowly.

Overall though, the ads hit the nail on the head. If you’re buying animal products, eating animal products, supporting animal entertainment or animal testing then you’ve got blood on your hands. If you want to help end animal cruelty, go vegetarian.

Related Stories:

Videotape a Farm In Iowa: Go to Jail

Why I’m Still Vegan

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196 comments

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4:27PM PDT on Oct 9, 2013

Eco-Eating is the way to go!

brook.com/veg

8:07AM PDT on Aug 5, 2013

After watching Gary Y.'s video, watch these:

The first video is by a psychologist named Dr. Melanie Joy who talks about the psychology of eating or not eating meat and how Vegans can be better advocates for Veganism:

http://www.youtube.com/watch?v=6c3OV2ko1po

The next video is by a medical doctor and scientist named T. Colin Campbell who explains the findings of his research OF 50 YEARS into the causes of certain disease:

http://www.youtube.com/watch?v=yfsT-qYeqGM

5:28PM PST on Dec 26, 2011

Another outstanding video to watch is "Best Speech You Will Ever Hear - Gary Yourofsky" http://www.youtube.com/watch?v=es6U00LMmC4&list=PL4B9F2C61ACD20779&feature=plcp&context=C365ac22PDOEgsToPDskLs10lNoshBue6uS19SwtQs

11:24AM PST on Nov 20, 2011

thanks for sharing :)

6:07AM PST on Nov 6, 2011

I've been VEGAN for 40+ years, and I don't have a problem with a public media ad using the term "vegetarian" because the term is more familiar to the general population than Vegan. When the subject is brought up, I always have to explain, over & over in detail, the "difference" between the two terms. When I went cruelty-free 40 years ago, Vegetarian was the only term used. Now there's ovo-vegetarian, lacto-vegetarian, ovo-lacto-vegetarian, pescetarian, etc. As an ethical Vegan, its very confusing to me. Cruelty-Free=Vegan.

2:59AM PST on Nov 6, 2011

i agree Pego, we have too many mouths to feed. that's why it's so important we stop feeding most of the world's food to animals. the facts i used to support the resources wasted by animal agriculture are easily verifiable and come from such "controversial" organizations as the EPA and Pew Oceans Commission among others. animal agriculture is simply too wasteful in a crowded world such as ours.

for instance, at any one time there are about one billion people who are hungry, malnourished, and starving. the US alone grows enough food to feed every one of them but instead feeds most of this food to farm animals which in turn produce less food than they consume and at higher prices out of reach of poorer nations. the world food crisis is not one of not enough food but of economy and greed. producers prefer producing more profitable animal products for wealthier nations than more affordable and plentiful foods for more people.

as long as people continue to support overpriced and unsustainable animal products we will have people in poverty dying without enough food. for their sake please go vegan, at least several days a week. but diverting blame to people already helping because you want to continue trying to justify your personal diet of dead animals helps no one.

12:17PM PDT on Nov 5, 2011

Yes, they are effective and they should be shown also in my country, Finland. Very little help is given to animals beccause activists are too polite, too proper, too .. shy. They should go in meat eaters restaurants and complain if they don't serve vegan food and similar actions, that are annoying and blaming. Those who are quilty are to be blamed! If we want to help animals quicker than in 500 years, we should have strong and effective and constant actions. They should show ads like these mentioned here for 24h every day on every channel.

8:59AM PDT on Nov 5, 2011

Yes, and we know that you "want to believe" that the mass murder of BILLIONS upon BILLIONS of animals isn't causing the pain and suffering of animals, or destroying our environment, or devastating human health, or that it isn't affecting EVERYONE. Get real.

Bill K stated FACTS, and you have only tried to be condescending. This discussion is about the unconscionable cruelty and violent deaths of BILLIONS upon BILLIONS of animals, dear. It's not about diverting from the truth and sugar coating your desire to be complicit in the suffering and murder of these animals.

Being vegan is better for human health, it is gentler to the environment, uses FAR less resources than animal agriculture, and it is the ultimate way to show genuine compassion, empathy and respect for animals.

8:40AM PDT on Nov 5, 2011

I know you want to believe that Bill

But we have too many mouths to feed. The increase in deforestation keeps up even when meat consumption is down. If people settle for "It's veg" they do not support natural forest products. If we do not know where our food is from and do not know how it is produced we will still get horrifically produced foods, even when we try to choose organic, due to the increased allowance for mechanization and plant chems that the lobbyists are sneaking in.

5:31AM PDT on Nov 4, 2011

(cont)
Where land previously used for grazing is allowed to return to nature free from the ravages of domestic cattle, sheep, etc. plant and animal biodiversity increases rapidly. It's not wild horses killing our prairies. It's grass fed beef.

When someone goes vegan they reduce the number of acres of tropical rainforests cut every year, help clean our oceans and air, reduce the amount of fresh water wasted, and help eliminate toxic chemicals in our environment. So don't let a few misinformed apologists for powerful agri-businesses make you feel guilty if you eat a little soy.

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