Oscar-winning actor Joaquin Phoenix aims to remind fans that “We Are All Animals”, in a new ad campaign for People for the Ethical Treatment of Animals (PETA) India. The ad urges people to “live vegan” and help “end speciesism”, which is the damaging belief that — despite their extraordinary talents, abilities, and intelligence — all other animal species are inferior to humans.
The ad comes in response to the criticism Phoenix faced over an earlier ad of Amul Butter. The dairy giants, normally known for their iconic ad campaigns, put out an ad showing butter being smeared onto Phoenix”s likeness as celebration after his Oscar win, despite the star”s vegan lifestyle.
PETA India had sent a letter to RS Sodhi, managing director of Gujarat Cooperative Milk Marketing Federation, urging Amul to switch to manufacturing plant-based milks.