PETA Load Your Gun, Go Vegan 2026

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This video advertisement for PETA titled Load Your Gun Go Vegan features a cinematic Western duel set in a dusty town square. Two men face off in rugged cowboy attire complete with hats, belts, and dust kicked up from the dry ground. Close-up shots capture intense facial expressions and hands hovering over revolvers before a sudden gunfight erupts. The scene subverts expectations by concluding with one cowboy drinking a vegan smoothie instead of continuing the violence. The project was created by agency creator Jari Lähdevuori and production company Max Cooper.