People for the Ethical Treatment of Animals is known for sometimes eye-popping ad campaigns to bring attention to their cause, and their latest one is no different: It implies that going vegan will make you such a good lover, you'll injure your girlfriend -- even requiring her to wear a neck brace.
The new 30-second online clip depicts a young woman wearing a neck brace and no pants, limping along as she hauls a bag of vegetables.
"This is Jessica," the narrator says as somber music plays. "She suffers from 'BWVAKTBOOM,' 'Boyfriend Went Vegan and Knocked the Bottom Out of Me,' a painful condition that occurs when boyfriends go vegan and can suddenly bring it like a tantric porn star. For Jessica, it's too late."
She arrives at her apartment to find her boyfriend patching a wall, presumably damaged as a result of their bedroom activities.
"Oh you're back, you feeling better?" he asks. She tosses the vegetables at him and disrobes, walking toward him with a slight smile on her face.
As of Wednesday afternoon, the spot had been viewed more than 1 million times on YouTube since it was uploaded a week ago and received more than 3,000 "dislikes" compared to about 1,600 "likes."
"WTF is this?" online commenter halfFULLofsunshine wrote. "Violence against women and using such an image is not funny. Shame on you PETA."
Commenter tytheeman20 agreed, stating: "This ad is ridiculous...I'm shocked they would make an ad like this. It definitely goes way too far and I'm not even a PC type person."
But Lindsay Rajt, PETA's associate director of campaigns and outreach, dismissed the idea that the ad promotes violence against women.
"The piece is tongue-in-cheek," Rajt told Yahoo! News. "People who watch the ad all the way through see the woman has a mischievous smile. She's happy to go back with him. It's playful."
Commenter zicuenca defended the ad as well: "The point is your sex life will improve if you go vegan. Also, it ain't offensive to women. Appreciating this video requires having a sense of humour."
Michael Learmonth, digital editor at Advertising Age, had a different take.
"PETA is going for shock value here," he told Yahoo!. "But I don't think portraying women as beat up physically is a good idea, even in jest....These ads aren't made for TV, so the strategy here is that they will cause controversy, trigger coverage, and go viral."
Rita Smith, executive director for the National Coalition Against Domestic Violence, sharply criticized the ad and said there are plenty of ways for PETA to get its point across without "mak[ing] light of the violence that thousands of women experience every day."
"It's very disappointing to have another social organization sell its point of view by making fun of violence against women," Smith told The Blaze.
Watch the video below (content warning -- may be disturbing or inappropriate for young viewers) and tell us: Do you think the ad is over the line?
This post has been updated with comment from the National Coalition Against Domestic Violence.