A new Super Bowl commercial—created by animal-rights organization People for the Ethical Treatment of Animals (PETA)—debuted this week to dispel the myth of humane animal slaughter. The commercial (titled “Redemption”) features a meat industry marketing representative—who said he created the marketing idea of “free-range,” “cage-free,” and “humane” meat—who visits a confessional booth at a church. The priest—played by vegan actor James Cromwell—listens to the man confess and decides that there is nothing that he could do to absolve him of his sin of “lying to the whole world.” The man admits that terms that refer to the humane treatment and slaughter of animals are widely used but that producing animal products in this way is not possible to sustain demand. “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,” PETA Senior Vice President Lisa Lange said. “PETA’s Super Bowl spot encourages meat-eaters to seek redemption by choosing only truly humane meals: vegan wings, vegan hamburgers—vegan everything.”

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