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PETA, please don’t do “don’t be that guy”

PETA, please don’t do “don’t be that guy”

PETA, please don’t do “don’t be that guy”

The campaign is actually about how you look like “a horse’s ass” when you spout clichéd arguments against not eating meat.

PETA, please don’t do “don’t be that guy”

So why call it “don’t be that guy”? Especially when that (admittedly common) phrase is currently “owned” by a very powerful anti-rape campaign?


Men, are you giving it your best shot but still coming up short? Could it be that she’s not turned on by tired clichés and outdated thinking? Ignorance isn’t always bliss, especially when it comes to what you put in your mouth. If you want to make a good first impression, a little enlightenment can help. Get it together, go vegan and impress her!

The campaign seems to be trying to throw all of the PETA clichés into one PSA: Appropriation of other causes, sex, humour, ad-hominem attacks on critics, celebrities (note the Alec Baldwin voiceover)  and graphic shock footage of the worst practices of industrial meat farming.

It’s not their most convincing work by a long shot. But in the interest of balance, I’ll quote their press release in full:

PETA’s latest video campaign, a cheeky effort that combines all the elements of the past’s most popular Super Bowl ads, has it all: a Budweiser Clydesdale, a lingerie-clad lady looking to score, and … beer! The new spot, titled “That Guy,” shows how one hapless meathead turns his amorous overture into a losing proposition.

“Everyone has met ‘that guy,’ the ass with assumptions who could turn off a Carl’s Jr. model just by opening his mouth,” says PETA Senior Vice President Lisa Lange. “This ad is a must-see for any player who wants to win over a hot woman with a social conscience.”

The new Web feature, which launches in time for the Super Bowl in order to capture viewers who hop onto social media between touchdowns, points out that vegan meals are better for your health, the environment, and even your sex life than meaty meals are, and it includes an interactive Twitter element that allows visitors to share tongue-in-cheek observations about “that guy” with their followers.

Submitted Press Release

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more