Joaquin Phoenix's controversial new PETA ad was apparently too much for ABC, which reportedly banned it from next Sunday night's Academy Awards.
The spot aims to promote veganism by depicting a fish's last dying moments, likening them to a human being submerged in water, unable to find oxygen.
As Joaquin flails, an ominous voice-over by the actor intones: "In water, humans drown just as fish suffocate on land. It's slow and painful and frightening."
"And we do it to more than one trillion fish every year."
The spot ends with the plea for viewers to "go vegan." This, according to PETA said, was deemed too political and provocative to run during the Oscars.
The animal rights group said in a statement:
"Capitalizing on the buzz surrounding Phoenix's critically acclaimed performance in The Master, PETA moved to place the ad during the Academy Awards."
"However, ABC deemed the video to be too political and controversial."
Instead, the spot will now reportedly during Jimmy Kimmel Live!'s post-Oscars show. ABC has yet to respond to claims that it banned the PETA ad.
In any case, it's enough to make you think twice before you break out that favorite
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