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Behind the Scenes at the Sexy Super Bowl Ad Shoot

Written by PETA

Posted 01-30-2009

24 Comments

Veggie Love—our ad that we tried to air during the upcoming Super Bowl but that was rejected by NBC—has sparked mega-interest in the sex appeal of bok choy and broccoli! From CNN and Fox News to the Huffington Post—and Whoopi Goldberg acting out the ad on The View—everyone's in the mood … for steaming-hot vegetables.

Some sillies have labeled the video as NSFW and NSFTSB because of the sexual theme and scantily clad women, but others have rightly pointed out that PETA is not alone in such advertising.

Does anyone remember the Carl's Jr. commercial in which a woman rides a mechanical bull while chowing down on a greasy beef burger? I guess a bump and grind with a mechanical animal is somehow less suggestive than playfully licking a pumpkin?

Part of the debate surrounding the ad has been about the beautiful actresses who lent their talents for it. Our behind-the-scenes video gives you an insiders' look at the set of "Veggie Love," and Cassie (the hot tub girl) talks about her lives and loves. Amanda goes into the whole group thing, but that's another story …

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Written by Amy Cook

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vegetarian, Veggie Love, victory, behind the scenes, Liebel Family Circus, Super Bowl, huskies, of, North, White Rain Carolina, UNC, tar heels, wildcats, sparty, American kennel club, dog show, banned ad

Recent Comments

mebemike commented:

3-6-2011 2:47 PM

HMMM interesting. I happened across this site and started scrolling through the posts only to noticed that a fair number of PETA's guerilla marketing and advertising campaigns involve the use of sex and half naked women to get the message across. I fully understand the forced connections these campaigns are attempting to make, but as a design and advertising professional I must say this is in poor taste and lacks any creative insight or originality. Trying to make a point about animal rights by objectifying women seems counter productive even if the women involved are willing participants. Maybe "shock value" isn't the best way to foster the appropriate brand image. Viewing these PETA posts has definitely changed my perception of your organization. Perhaps a little professionalism is called for. Just a thought.
David commented:

2-15-2009 11:43 AM

Perhaps they are still so spooked by Janet Jackson's wardrobe malfunction cause you know the accidental exposure of a female nipple is so morally atrocious as compared to the regular diet of graphic violence and sexually suggestive content routinely displayed that God forbid PETA should be allowed to air an ad. Or could it be the special interests and their deep pockets that wants to suppress PETA's message?
John Graham commented:

2-6-2009 4:05 AM

Some people need to get a sense of humour transplant the ads are amusing. Allie i would imagine PETA want us to eat vegetables to stop us from eating animals. John Scotland
Andrea commented:

2-6-2009 2:26 AM

What a great video! How artisticcreative and message catching it is. What's so wrong about it? It's all healthy stuff. Don't you remember they used to use masculine hunky sexy men on horseback to promote cigarettes and they were UNHEALTHY??!! I agree with Margarita Feb 1st this brings fun to healthy livingbut we all have a choice so stop moaning and use your imaginations to cook up some brilliant vege dishes!!
Sarah commented:

2-5-2009 8:19 PM

I think the perception is that companies that are representing just cause wellbeing or plain old "good" are supposed to follow suit when it comes to advertisingmarketing. If the subject matter is to "go against" the norm that can clearly be viewed as disagreeable the complaint is that you are using the same garbage as the other garbage to get there. I personally don't care all that much either way simply because I am not offended. Realistically I don't think the advertisment was that great and it has nothing to do with the sexuality. I feel promoting healthy living and animal rights is highly important thus the message should be clear. Kudos for being the underdog kudos for promoting health and good will but simplicity in advertising tends to stick. I agree though a true form of viral marketing. One thing clear I'm glad someone believes in animal rights and is willing to speak about it.
sherrie commented:

2-5-2009 6:58 PM

I am a big supporter of Peta and loved the commercial but it along with many other commercials should not be aired during a time kids could be watching. Show it after 9pm. But my 8 year old son does not need to see that yet.
Jeanie commented:

2-5-2009 6:09 PM

OMG!!!! This commercial was great! It was a satire on all the other commercials yet people dont get it..and choose to make it a womans lib issue which is ridiculous. If you ladies think a bunch of veggies are demoralizing you...you clearly have OTHER issues. When in Rome...PETA you rock!!!
Brad Wood commented:

2-2-2009 10:28 PM

Margarita your post is dead on!
vegancoin commented:

2-2-2009 11:58 AM

"As a female I find the ad tasteless. As a marketer I am intrigued by an organization's of your size being so careless. I see value in the viral marketing. I can even see how you most likely planned it this way. What I don't understand is how you would be so reckless with subject matter you are seemingly so passionate." You can't put lipstick on a pig. The ad is tasteful and meaningful in every way.
Allie commented:

2-2-2009 9:24 AM

sorry to hijack this but could somone tell me why PETA is trying to get everyone to become vegetarian? sorry if there is bad spelling

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