In deciding which stories to cover, it's sometimes necessary for a journalist to employ varying standards depending on which organizations and/or people are involved. For instance, when an organization's entire mission is absurd, and nothing they do fails to rise to a similar (if not higher) level of absurdity, one has to be very selective about just which of those absurd actions to report on, because only the most egregious are actually out of character.
One such organization that behaves in this way is the People for the Ethical Treatment of Animals (PETA), which has such a long string of mind-bogglingly silly publicity stunts to its name that they could fill several books. From their biology-defying decision to try to market fish as "Sea Kittens," to the numerous models they dress in nothing but leaves, to the embarrassing street theater that they engage in while dressed like overgrown Peep marshmallows, PETA will likely go down in history as the only freak show to ever successfully make its living as a nonprofit.
But now PETA has decided to take on a new target - celebrity chefs - and have done so with a video that is simultaneously so ghoulishly hilarious and so unimaginably offensive that we have no choice but to report it. The Braiser reports:
The animal rights group recently launched its Silent Scream campaign targeting Fox, Gordon Ramsay, and Hell’s Kitchen. Apparently, they’d like Fox to air their latest PSA featuring “groundbreaking new fish empathy” propaganda during Hell’s Kitchen commercial breaks, in an effort to parallel the silent screams of all those dying fishies to the distinctly audible screams of Gordon Ramsay. Huh?
“It may be easier to identify with our favorite Hell’s Kitchen contestants than with the fish they fillet and sauté, but fish feel pain and fear, and they suffer enormously when they are impaled, crushed, suffocated, or cut open and gutted, all while they’re fully conscious,” says PETA Senior Vice President Lisa Lange. “PETA’s ‘Silent Scream’ video tells viewers that it’s never right to hurt others simply because they are weaker than we are and can’t speak up for themselves —- regardless of what species they happen to be.”
So fish = Gordon Ramsay’s cheftestants.
Now, one thing should be noted before we show you the ad. Firstly, the title of the ad itself should offend anyone with pro-Life convictions, as "Silent Scream" also happens to be the name of a 1984 documentary showing (in graphic detail) what happens to a foetus during an abortion on ultrasound, and was responsible for galvanizing much of the pro-Life movement. So whatever else is in the ad, PETA's title for it is comparing the implied murder of unborn children to cooking fish.
But as you'll see, that is not at all the only thing wrong with the ad:
Yes, you did just see that - PETA compared the "suffering" of a fish to the pain caused by domestic abuse, by mugging (and implied rape), and by school bullying. If your reaction is either to laugh hysterically out of an incredulous unwillingness to believe what you've witnessed, you're not alone. We imagine everyone else is too busy gaping in horror.
This is what PETA thinks will inspire empathy on the part of meat eaters? It seems more likely to make someone want to do this: