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.