Ad for NHL Fans: ‘Hey, Men: Cut the Stone Age Mentality—Go Vegan!’

PETA Spot Will Run During Playoffs to Counter Destructive Myths That Are Hurting Animals and Human Health

For Immediate Release:
April 26, 2018

Audrey Shircliff 202-483-7382

Charlote, N.C. – PETA will be dishing up some food for thought to NHL fans this Saturday afternoon, courtesy of a new ad that will run during the playoffs on NBC in Charlotte. The new spot, available here, shows cave dwellers heading into the wilds in order to provide for their families. “In a world without mercy, it was to eat or to be eaten,” the ad explains, before cutting to a modern-day grocery store and stating, “But today … is today! So please, cut the Stone Age mentality! We can totally chew on something different than tortured animals.”

“Stone Age ideas about masculinity are causing American men to eat more meat and raise their risk of developing heart disease and cancer,” says PETA Executive Vice President Tracy Reiman. “PETA’s ad points out that killing animals and consuming their flesh has no place in modern society.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—notes that American men consume 57 percent more meat than women do and the consumption of meat has been linked to an increased risk of suffering from heart disease, obesity, cancer, strokes, diabetes, and erectile dysfunction. While Americans in general consume about twice the recommended amount of protein and not enough fruits and vegetables, nutritional science confirms that vegan meals provide sufficient nutrients, including protein, without the artery-blocking saturated animal fat and cholesterol that comes from meat—and as award-winning director and vegan advocate James Cameron recently explained, healthy vegan eating might just “put Viagra out of business.”

Today’s meat and dairy industries also subject animals to immense suffering: Cows are forcibly separated from their beloved calves, chickens’ throats are cut while they’re still conscious, piglets are castrated without painkillers, and fish are cut open while they’re still alive.

The ad will also run in Kansas City, Missouri, during the NFL draft on Sunday. PETA offers a free vegan starter kit (available here) full of recipes, tips, and more. For more information, please visit

For Media: Contact PETA's
Media Response Team.


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 Ingrid E. Newkirk

“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

— Ingrid E. Newkirk, PETA President and co-author of Animalkind