PETA's Super Bowl commercial nixed by NBC

A PETA ad touting the benefits of vegetarianism was deemed too racy for NBC, the group reports.  A tagline at the end of the ad reads, "Studies show vegetarians have better sex. Go veg." 

The ad, which PETA says was intended to air during the Super Bowl, depicts female models enjoying -- umm, really enjoying
-- vegetables.  NBC said the ad "depicts a level of sexuality exceeding our standards," according to PETA blogger Amy Elizabeth. Elizabeth  writes:

OK, I'll admit, it's not the Jonas Brothers eating apple pie, but it sure does drive home the fact that vegetarians make better lovers. And I'm pretty sure that most Super Bowl fans would find the ad a lot more appealing than the impotence and other not-so-sexy effects that a steady stream of chicken wings and burgers can have on their love lives.

NBC's advertising standards department advised PETA that edits would have to be made if the ad was to run, says PETA, but the group refused to remove shots including models licking pumpkin, rubbing pelvic regions with pumpkin and rubbing asparagus on their breasts. (Several other things included in the ad are also too racy for the L.A. Times.) 

U.S. News & World Report responded to the controversy:

"Sex sells" has always been PETA's modus operandi ever since the famous "I'd rather go naked than wear fur" ads. The organization is also adept at creating controversy - I wouldn't be surprised if the creators of the spot deliberately exceeded network decency rules, wisely knowing that the ban of the ad would create more news.

Do you think this is just one more PETA stunt designed to create headlines?  Or, in light of the Super Bowl's history of controversial moments, is NBC unfairly singling out PETA?

-- Lindsay Barnett

Screenshot: PETA.org

Comments

[tammy]

stunt

[Antonio]

I think sex sells sex and although the buzz created by this may driveI some non-veggie people to Peta's website, I really wonder if this is the best way to advocate vegetarianism. Ethics really is the base of a plant-based diet.
As to the content of the ad, is that supposed to be really sexy? I don't think it is, not for European standards at least.

[Joel]

I love the ad! I really wish NBC had let it run. I'd love for my family to watch it and i know they'll all be watching the super bowl.

[JT]

I'm curious as to the validity of the studies, any info the claim? PETA has used some skewed "facts" in the past to make their points.
I'm for ethical treatment, no fur and no testing. But I love a good steak.

[Joe Mahma]

I wish NBC would have told the truth and said they wouldn't air the spot because it's just plain asinine.

[Proud Meat Eater]

Amen Joe, JT. These sheep-lovers need to stick to advertising during figure skating. I'm willing to say that the majority of Super Bowl viewers are good old red-blooded American men who find nothing more appealing than eating a good old red-blooded American hamburger with a beer in hand. Come to think of it, I plan on doing just that this Sunday many times.

I'm flat out *disgusted* with PETA's blatant assault on our way of life. I'm all for saving dogs and cats from euthanasia and having SEVERE punishments for people who run mills and breed pit bulls for fighting, but the concept of LIVESTOCK has existed since the dawn of humanity and will exist until its end. Human nature is to be an OMNIVORE, and to insinuate anything else is therefore unnatural.

[Tim]

I really think there is no validity to the "studies" that PETA has claimed to have done. I really believe that completely eliminating an entire food group and then following up under-nutritious meal with a handful of pills to supplement all of the nutrients that I am not getting is a really healthy life style (sarcasm).

[C. Christiansen]

I will not watch the Super Bowl.

I'm an adult and do not believe in censorship.

I support PETA in their campaign.

Good-bye to football. Good-bye to all the hype.

Write the newtwork. Write the National and American Football leagues and write the other companies that are showing commercials during the game. Tell they you will boycott their products because of the way PETA was treated.

This is what works. If you love animals, work to save them.

C. Christiansen

[Christopher Goudos]

NBC needs to get with the times. Anyone who watches any of the CSI shows and just about anything else on at #1 rated CBS has seen more than this. I assume the concern is for GE shareholders and not “the children.”However, I do “love” that PETA’s course to end the exploitation of animals is to exploit women. PETA, good job there at keeping the patriarchal hegemonic ordered purring along. So how about a nice golf clap for my two least favorite groups, corporate prudes and social hypocrites.

[Bay]

wow.. now people are being prejudice based on what you eat? how does she know vegetarians are better lovers? it's sad that they'd solely rely on pornographic content.