Joaquin Phoenix's controversial new PETA ad was apparently too much for ABC, which reportedly banned it from next Sunday night's Academy Awards.
The spot aims to promote veganism by depicting a fish's dying moments, likening them to a human being submerged in water, unable to find oxygen.
As Joaquin flails, an ominous voiceover by the star intones: "In water, humans drown just as fish suffocate on land. It's slow and painful and frightening."
"And we do it to more than one trillion fish every year."
The spot ends with a plea for viewers to "go vegan." This, according to PETA said, was deemed too political and provocative to run during the Oscars.
The animal rights group said in a statement:
"Capitalizing on the buzz surrounding Phoenix's critically acclaimed performance in The Master, PETA moved to place the ad during the Academy Awards."
"However, ABC deemed the video to be too political and controversial."
Instead, the ad will now reportedly during Jimmy Kimmel Live!'s post-Oscars show. ABC has yet to respond to claims that it banned the PETA spot.
In any case, it's enough to make you think twice before you whip up that favorite smoked salmon dip recipe for your Oscar party February 24.