Joaquin has been a vegan since a young age, apparently since an experience he had while fishing as a child. He told an interviewer in 2006:
My family and I were on a boat catching fish. As one fish was caught, he was writhing. Then he was thrown against the side of the boat. You couldn’t disguise what it was. This was what we did to animals to eat them. The animal went from a living, vibrant creature fighting for life to a violent death.
In the short video, he simulates drowning to mimic the suffocation of fish when they’re taken out of the water. Shot by photographer Michael Muller, the 40 second ad begins with the definition of the word “suffocate” and features a close shot of Joaquin thrashing dramatically, while a voiceover about fish and their plight plays (according to the ad, over a trillion fish per year are taken from the water for food).
Take a look:
What do you think about this PETA video? Will it actually spur people to consider eating vegan or is it just another of PETA’s gimmicky and controversial ads?
Photo and video: PETA