If there’s one organization that knows how to stir the pot, it’s PETA. The People for the Ethical Treatment Animals group has been known to throw paint or flour on fur-wearers, stage unorthodox protests in the streets, and call out celebrities on social media. As much as they’d like the world to believe they have good intentions, 

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According to PETA, they were all set to debut an advertisement during Super Bowl LIV, but they were rejected. Yahoo Sports reports that the organization’s animated ad’s message was to “End Speciesism” as it shows various animals somberly taking a knee al la . PETA shared the one-minute ad online, and to say that the reactions were confuddled is an understatement.

“The National Football League apparently found our new Colin Kaepernick-inspired ad — with its message inclusion and respect — too daring and pressured FOX to snub our commercial,” the organization wrote on their website. . Positively acknowledged by Kaepernick himself, this project pays homage to all movements that remind us to open our hearts and minds and reject all forms injustice, including ***ism, ableism, racism, ageism, homophobia, and speciesism. … The NFL may be unconcerned with inequality, but we at PETA are activists who will continue to work to dismantle all forms oppression.”

PETA president Ingrid Newkirk also released a statement: “, which is a supremacist worldview that allows humans to disrespect other living, feeling beings and to treat their interests as unimportant. Our patriotic Super Bowl spot envisions an America in which no sentient being is oppressed because how they look, where they were born,. It sends a message kindness — one that the NFL should embrace, not silence.”

Watch the ad and read through a few reactions below.