Want to know what one of the best, and at times the worst, things about Super Bowl commercials is? How even if you opted out of watching the Super Bowl for weeks after the big sporting event those commercials still get ample air time. Myself not being a big football fan, only just got my first look at the new 2017 Hyundai Elantra Super Bowl commercial featuring Hyundai’s newest vehicular addition AND two very talkative bears discussing veganism.

For those who haven’t seen the commercial yet, or really just don’t feel like seeing it even now, here’s the gist.

A man and a woman are running through the woods while being chased by bears. The male verbally commands his smart watch to, “Start my car.” And do so the car does.

It’s portrayed as a close call, but the man and woman successfully get into their 2017 Hyundai Elantra and race away from the woods and any potential danger there may have been.

Then, as soon as the commercial narrator’s voice silences, the bears spark up a conversation.

Bear (R): “Did he just talk start that car?”

Bear (L): “I just wanted to hug him!”

Bear (R): “I was gonna eat him.”

Bear (L): “Thought you were vegan?”

Bear (R): “Eh, it’s my cheat day so I’ll just eat around it.”

First of all, I think it’s safe to say that the person, or group of people, who created this commercial have no idea what veganism is. Veganism is not a fad diet, and hence, should not be painted as one.

Veganism is not a diet, it is a lifestyle choice which goes well beyond what you eat. It is a compassionate lifestyle that recognizes all sentient beings as wanting and deserving of a quality life, and seeks to ease, and ultimately end, the suffering and imprisonment that is done to animals for ill based, senseless reasons.

Cheat days are for diets, cheat days are not for veganism.

Then, of course, there’s the, “just eat around it” comment that the bear on the right makes. Do you know just how often those within the vegan community have to hear this type of thing and how mind blowing it is that people have the actual audacity to toss that out there as a viable option for vegans? No, we do not, and will not, just eat around it.

It is completely self defeating for a vegan to eat something that has been in touch with animal based products. That animal still suffered, animal agriculture is still taking a horrible toll on our planet, overfishing is still killing off biodiversity in our oceans, the egg industry is still killing off millions of male chicks, and then some. Also, for example, let’s say a person who is vegetarian or vegan is served chicken accidentally. They obviously aren’t going to eat what is being served to them. That chicken then basically died for absolutely nothing. No reason whatsoever.

Finally, why choose to alienate an entire group of people, spread fallacies…and then, do it during one of the most watched televised events? While some, are just brushing this off and giving the winky emoji to Hyundai, I say bad form. If you are putting down and misrepresenting what an ideology is, then you should probably throw that idea right in the trash and head back to the drawing board. …not create it and then release it during the Super Bowl. Or ever.