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  • 02.15.13

Joaquin Phoenix Drowns In Gravitas (and Water) for PETA

PETA’s latest features Joaquin Phoenix in his greatest role yet: fish-martyr.

Joaquin Phoenix Drowns In Gravitas (and Water) for PETA

If the pescetarian in your life doesn’t know that over one trillion fish a year are plucked out of the water and placed on plates, one way to bring them up to speed is with a video of a panicky, drowning, Joaquin Phoenix.

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Never one for for subtlety, PETA continues the any-means-necessary fight against animal cruelty with a new ad depicting the experience all fish go through when removed from their home. After the definition of ‘suffocation’ floats across the watery screen, Phoenix begins a narrative about seaside suffering. “Put yourself in their place,” he asks at one point, applying the kind of acting skills that win Oscars to the task of looking like a person who can’t breathe. Perhaps now, the next time you find yourself at Red Lobster, you’ll remember how cool it is to not be drowning.

About the author

Joe Berkowitz is a writer and staff editor at Fast Company. His next book, Away with Words, is available June 13th from Harper Perennial.

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