The video begins with an assortment of birds, seals, foxes, and the likes, modeling the latest in flesh fashion. It’s an obvious shot at the fashion industry’s infamous use of those very creatures in their products. It is an alternate reality where animals, instead, wear human skin. A macabre parody of high fashion including actual-ear bands and dresses made from tiers of human hands. The PSA continues to lay on the good feels by then taking us backstage to a quivering child inside of a gore coated cage.
Provocative, disturbing and jarring, this kind of aggressive advertising is what PETA is good at. They always make their point. When one wears fur or skin there are animals who are harmed as a result. The point is not to cause people to argue whether or not that is worth avoiding fur/flesh for, but to acknowledge the cost to obtain said fur/flesh.
A longtime supporter of animal rights, Sia told PETA:
“Cruelty-free vegan fashion is more popular than ever and reflects changing attitudes over killing animals for their skins. I was happy to lend my song ‘Free the Animal’ to PETA for use in this important PSA.”
Sia is not the first pop musician to show support for the cause. Paul McCartney, P!nk, and Andre 3000 are both verbal and outspoken supporters of PETA, the latter having even been named one of their “Sexiest Vegetarians” back in 2004.