'Showing a pig with a meat cleaver is disgusting': Backlash at 'controversial' vegan TV advert in which couple receive a live pig and the weapon to kill it as a takeaway order
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- Vegan campaign group Viva! released a controversial advert against eating meat
- 30-second clip shows a couple order a pulled pork takeaway from 'Just Meat'
- A delivery driver then turns up and offers them a live pig and a meat cleaver
- Viewers branded the pre-watershed ad as 'disgusting' and 'vegan propaganda'
A controversial advert by vegan campaign group Viva! has sparked fury from meat-eaters as it seeks to put them off by showing a live pig delivered at the door as a takeaway.
The hard-hitting clip shows the pair lounging on the sofa with their dog, before deciding to order a pulled pork takeaway from fictional app 'Just Meat'.
Moments later, a delivery man arrives at the door with a live pig and a meat cleaver ready for the couple to use, who look back at it with disgust.
The advert first aired last Monday and repeated this morning on Channel 4 at 10.45am. It divided opinion among those who saw it, particularly as it is was shown before watershed hours.
Viva! itself has described the 30-second clip as 'controversial'.
And users online weren't pulling any punches either.
Andy Pike wrote on Twitter: 'Ofcom, what the hell is the Viva just meat advert - Vegetarian terrorist propaganda WTF.'
Matt B added: 'Absolute state of that "just meat" viva, vegan propaganda advert.'
And Adam Sturdy tweeted: '@Channel4 what the F was that advert? Try vegan today?!?! Personally, i am vegetarian, but showing a pig with a meat cleaver is just plain disgusting!! There are children watching ffs!!'
But not all viewers were critical. A Twitter user by the name of Iheartvegan wrote: 'Woahhhh did anybody else just see the vegan viva advert?! Amazing work guys getting that out! Wow really powerful #vivaadvert #govegan.'
Speaking about the TV advert, Viva! founder and director Juliet Gellatley said: 'To be a catalyst for change we recognise that we must stay ahead of the curve with our messaging, to have the biggest impact and reach as many people as possible.
'By broadcasting our first ever vegan TV advert on mainstream television, we're hopeful we can give veganism the airtime it needs!
'Most people in the UK despise cruelty to animals, yet simply don't make the connection between animal cruelty and what is on their plate.
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'If we can encourage people to think about what they consume, at a time when delicious vegan alternatives are widely available, we can play a part – on a national scale – in helping to change mindsets and save animals.
'In addition to the shocking brutality forced upon animals farmed for food, the animal agriculture industry is wreaking havoc across our planet.
'It is the leading driver of wildlife loss and releases more greenhouse gases than the entire world's transport sector.
'With delicious vegan alternatives widely available, there has never been an easier, tastier or more important time to go vegan.'
A Channel 4 spokesperson said: 'We believe it’s up to our viewers to make their own judgement about the adverts they see across Channel 4’s platforms.
'All adverts that appear on our channels are cleared against the relevant regulatory codes by Clearcast prior to transmission.'
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