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Barred from the Academy Awards, New PETA Video Featuring Phoenix Surfaces in L.A. Times and on Jimmy Kimmel Live!
For Immediate Release:February 14, 2013
Contact:Wendy Wegner 202-483-7382
Hollywood, Calif. — Joaquin Phoenix is drowning. In a rare
appearance outside his award-winning films, the Oscar nominee is featured in a
brand-new PETA video—as teased in the "For Your Consideration" ad in the Calendar section of
today's Los Angeles Times (seen here)—that
shows him underwater, panicking and struggling
to breathe. As the text explains, "In water, humans drown just as fish
suffocate on land. It's slow and painful and frightening. … Put yourself in
their place. Try to relate. Go vegan." The video, which was shot by top
photographer Michael Muller, can be seen here.
Capitalizing on the buzz surrounding Phoenix's critically
acclaimed performance in The Master, PETA moved to place the ad during
the Academy Awards, but ABC deemed the video to be too political and
controversial to run during the broadcast. PETA has now placed the video as
a commercial to air during the Jimmy Kimmel Live! post-Oscars broadcast.
"I was 3 years old—to this day it is a vivid
memory," Phoenix says of the moment he connected human suffering with animal suffering. "My family and
I were on a boat, catching fish. As one fish was caught, he was writhing, then
he was thrown against the side of the boat. You couldn't disguise what it was.
This was what we did to animals to eat them. The animal went from a living,
vibrant creature fighting for life to a violent death. I recognized it, as did
my brothers and sisters."
In addition to garnering an
Academy Award nomination, Phoenix's work in The Master has
already landed him awards from associations of film
critics in London, Los Angeles, San Francisco, Utah, Vancouver, and Austin, Texas,
as well as at the Venice Film Festival.
Broadcast-quality video footage of Phoenix's video can be
For more information and to view the video, please visit PETA.org or click
Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights? Read more.