No Hail Mary Can Save Meat Marketer in PETA’s Religiously Charged Super Bowl Ad

James Cromwell Plays a Priest in Myth-Busting Spot

For Immediate Release:
January 25, 2018

Moira Colley 202-483-7382

Minneapolis – “There’s no forgiving you.” With these cold words, “Father” James Cromwell refuses to absolve the man who invented the term “humane meat” in PETA’s new Super Bowl ad, “Redemption,” which was released online today. As the Babe star says to the man in the confession booth, “Oh, for the love of God, we have to draw the line somewhere!”

“No Hail Mary can absolve someone for duping consumers into feeling good about buying ‘humane’ meat, a myth exploded by countless undercover exposés inside the businesses that produce it,” says PETA Senior Vice President Lisa Lange. “PETA’s Super Bowl spot encourages meat-eaters to seek redemption by choosing only truly humane meals: vegan wings, vegan hamburgers—vegan everything.”

Animals on so-called “humane” farms are typically mutilated without painkillers, artificially inseminated, kept in crowded conditions without access to sunlight or fresh air, separated from their offspring, and shipped in the freezing cold or suffocating heat to the very same slaughterhouses used by every other meat producer. There, they’re hung upside down and their throats are cut in full view of one another, often while they’re still conscious and struggling to escape.

For all these reasons and more, tons of professional football players—including Bennie Fowler, Grady Jarrett, Arie Kouandjio, Kendall Langford, Brandon Mebane, Theo Riddick, Demaryius Thomas, and Trent Williams—have embraced vegan eating.

PETA—whose motto reads, in part, that “animals are not ours to eat”—last submitted a Super Bowl ad spot, titled “Last Longer,” in 2016, but it was deemed too racy by CBS. The group is releasing “Redemption” online after NBC demanded that it pay $10.4 million for a 30-second slot before the network would consider the ad, even though multiple reports state that comparable spots cost an average of $5 million.

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