PETA adopts crude tactics to attack milk production

A viral ad featuring scantily clad women with cows udders instead of breasts is being distributed in the UK by animal rights charity People for the Ethical Treatment of Animals (PETA).

The viral ad, which was created in the US by Crazy Dave’s House of Ads, is part of a campaign against milk drinking and production.

PETA had hoped to air a television version of the ad on the ABC network in the US during the Superbowl on Sunday night, but was told the execution “falls outside boundaries of good taste”.

The execution mimics television shows like “Girls Gone Wild”, in which women are encouraged to disrobe for the cameras. Entitled “Milk Gone Wild”, the ad shows models dancing in a bar, surrounded by men drinking glasses of milk. When they tear off their tops, they expose cows udders.

The animal welfare charity says the ad is designed to illustrate that drinking milk is “tasteless”, and harmful to both humans and cows.

A spoof website also features footage of dairy cows and the conditions they are kept in at dairy farms, and about the health effects of milk on humans.

The US branch of PETA is well known for its guerrilla marketing tactics, but the UK division has become more aggressive in its marketing recently, sending out its first viral e-mail last month.

The charity has also been demonstrating at events attended by Prince Charles and the Duchess of Cornwall, over the use of fur in army uniforms.

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