Victoria's Secret and GoDaddy aren't the only marketers pushing the limits on Super Bowl advertising. NBC rejected (no surprise here) PETA's commercial "Veggie Love." The spot features beautiful women undressing while getting especially close to their vegetables (definitely a twist on "veggie tales"). The message is that vegetables are good for you which means you'll have more love to give. One NBC exec said the spot "depicts a level of sexuality exceeding our standards." NBC asked PETA to cut the following shots before reconsideration: licking pumpkin, touching her breast with her hand while eating broccoli, pumpkin from behind between legs, rubbing pelvic region with pumpkin, licking eggplant, etc.
The move by PETA is a smart way to get high levels of publicity without forking over $3 million for a 30-second spot. It also is in line with recent PETA ads featuring sexed up imagery to get its message noticed.
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