'Traditional masculinity is dead' PETA says, bringing back vulgar video to capitalize on Gillette's attention

People for the Ethical Treatment of Animals has dug deep into the bowels of its repertoire, reposting a vulgar video from years ago in an apparent effort to appear relevant in the discussion over traditional masculinity.

What now?

Riding off the coattails of Gillette's recent attention from an advertisement calling for men to stand up against "toxic masculinity," PETA announced on Twitter that "Traditional masculinity is dead," and declared with a winking emoji that "the secret to male sexual stamina is veggies."

Accompanying the message was a video of men gyrating in various settings with vegetables dangling from their nether-regions so as to represent phalluses. Ahem.

WARNING: Extremely disturbing content set to music. Viewing not appropriate for children or anyone else:

“Traditional" masculinity is DEAD. The secret to male sexual stamina is veggies. 😉 pic.twitter.com/51DUsqzyO3
— PETA (@peta) January 16, 2019

But just as when the video was first released in 2012, the clip meant to be shocking was instead met with widespread online ridicule. Twitter users repeatedly asked for the so-called animal rights organization to delete its account, while others declared that the disturbing footage gave them a hankering for steak.

So, why report on it?

PETA's shocking marketing tactics work, with well-meaning folks worldwide collectively funneling tens of millions of dollars to the organization each year in hopes of reducing animal abuse. But the group's shameless provocations often distract from its record of poorly managing donation dollars, advocating for the ideology of animal liberation, and euthanizing shelter animals at a staggering kill rate — often upward of 90 percent.

PETA founder Ingrid Newkirk is known for equating animals to humans, and the website still proudly posts her famous quote: "When it comes to pain, love, joy, loneliness, and fear, a rat is a pig is a dog is a boy."