Video: As Wildfire Smoke Chokes Chicago, Fiery TV Spot Points to Meat Eaters’ Dirty Habits

For Immediate Release:
July 22, 2026

Contact:
Sara Groves 202-483-7382

As wildfire smoke continues to blanket the area, PETA is running a chilling TV spot in Chicago that highlights the stark connection between these disasters, the climate catastrophe, deforestation to grow cattle feed and other negative aspects of the animal agriculture industries fueling it. The hard-hitting spot depicts diners casually eating meat and cheese as flames engulf the room and smoke closes in around them—an unsettling depiction of humanity continuing business as usual while the planet burns.

“The meat and dairy industries are pouring gasoline on an already-burning planet, yet many people don’t connect the burger on their plate to the infernos incinerating forests and communities,” says PETA Senior Vice President Colleen O’Brien. “PETA’s ad serves up a powerful reminder that every meal is a chance to stop fueling the climate catastrophe by choosing vegan foods before it’s too late.”

Studies show that the climate catastrophe is increasing the frequency and severity of wildfires, and meat, egg, and dairy production are among its worst drivers. Methane emitted by cows is 80 times more powerful than carbon dioxide at warming the Earth, and the massive amount of water used in animal agriculture—including 30% of the planet’s freshwater resources—contributes to the dry conditions that allow wildfires to spread. Every person who goes vegan spares about 200 animals each year and reduces their own risk of obesity, heart disease, and certain cancers. PETA’s free vegan starter kit can help anyone thinking of making the switch.

PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.