"There's no forgiving you." With these cold words, actor James Cromwell, who plays a priest in PETA US' new ad spot, denies forgiveness to the man who invented the "humane meat" myth.
"'Redemption' highlights the plight of animals who are violently killed, and it encourages meat-eaters to forsake the 'humane meat' myth, go vegan, and sin no more," says PETA US Senior Vice President Lisa Lange.
PETA – whose motto reads, in part, that "animals are not ours to eat" – notes that animals on so-called "humane" farms are typically mutilated without painkillers, artificially inseminated, kept in crowded conditions without sunlight or fresh air, separated from their beloved offspring, and shipped in the freezing cold or suffocating heat to the very same abattoirs used by every other meat producer. There, they're hung upside down and their throats are cut, often in full view of one another, sometimes while they're still conscious and struggling to escape.
For all these reasons and more, high-profile individuals – including actor Alan Cumming, boxer David Haye, and musician Morrissey – have embraced vegan eating.
PETA offers a free vegan starter kit full of recipes, tips, and more. For more information, please visit PETA.org.uk.