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PETA’s latest Super Bowl ad, “Don’t Be That Guy,” can be a lot to take in, so let us break it down for you.

It starts innocently enough, with two attractive people kissing on the couch.

Then he makes a weird comment.

And she gives an obvious answer.

And that’s when things start to go wrong.

First, he drops this speck of knowledge.

Um, what?

He can tell that she’s skeptical, so that’s when he brings out the big guns.

Excuse me?

Then he makes this case.

Oh, and he also turns into a butt.

Which makes her go:

And do this:

Moral of the story? Don’t spew clichés. The real way to impress her is to go vegan!

Check out the whole spot: