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PETA Partners With Morrissey To Make An Emotional Pitch For Veganism

If this short film set to "I Know It's Gonna Happen Someday" doesn't make you think twice about the nuggets, it'll at least tug at your heartstrings.

A lot of people love eating meat. It's BBQ season RIGHT NOW. Somehow the association between what's on our plates and those cuddly creatures we gazed at in wonder, in person, or in books, as children disappeared. Well, actually, when they're just wrapped clumps of stuff in cellophane on a grocery store shelf it is pretty easy to forget about where it came from. This new animated short from PETA is meant to serve as a reminder.

Created by animator Anna Saunders, it chronicles the life of a baby chicken born in less than ideal circumstances and between the visuals and the emotional soundtrack of Morrissey's "I Know It's Gonna Happen Someday" it might give that lump in your throat flashbacks to Charlotte's Web or Babe. Of course, PETA's hoping the vision of a baby witnessing mass poultricide might be enough to convince you to think twice about the meat sooner rather than later.

The video, which coincides with Morrissey's 55th birthday, will appear on the tour for his latest album, “World Peace Is None of Your Business.” The animal rights organization has also taken the occasion of the artist's birthday to use another of his songs, "Meat Is Murder," in a "clean graffiti" campaign on the streets of his childhood home, Manchester.

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4 Comments

  • I might just be a heartless omnivore, but this video doesn't move me at all. It intends to pull at heartstrings to get people to rally for the little chicken but it falls flat. Anthropomorphizing chickens is cartoonish rather than heart-wrenching. I applaud the use of story to attempt to stir emotions and move people to action, but this just shows it needs to be the right story to be effective. - Tessa Tinney, Monaco Lange