Russell Simmons and Global Grind team up with PETA to rejected SuperBowl Ad

Posted on Monday, February 2, 2009
Tags: global grind , russell simmons

Russell Simmons, newly appointed Editor-in-Chief of GlobalGrind.com (www.globalgrind.com), today announced that the premier social media platform will join forces with PETA (www.peta.org) to help support the “Veggie Love” ad denied by NBC as it was deemed too hot for TV. The site, developed by and for the hip hop community, is calling on the support of other media outlets to raise awareness of the ad and help PETA dwarf the impressions lost from missing Super Bowl commercial airtime.

“The hip hop community is the biggest and best branding community in the world, which is why I feel my site GlobalGrind.com has a responsibility to the community to serve,” says Russell Simmons, Editor-in-Chief of GlobalGrind.com. “When we spread the word that corporate America is feeding us poison, the community will listen. We march like an army. That is why I jumped at the chance to air the banned Super Bowl ad that PETA just released. Being a vegan for the past nine years, people tell me all the time that I look ten years younger now than I did before changing my food choices and I’m not contributing to the suffering and slaughter of nine billion animals. Even though it isn’t often discussed, a little known fact is that factory farming is the number one cause of global warming, worse than all forms of transportation or any other contributor. I don’t know how else to say it but the plain fact is, people in our community are dying everyday from making unhealthy eating choices.”

“This is why I am challenging other media outlets to join Global Grind by broadcasting this PETA ad worldwide and dwarf the exposure it would have generated had it aired during the Super Bowl,” says Simmons. “Global Grind is donating media space that will give the ad at least 50 million impressions and this is just the beginning. This is just one gift that Global Grind is giving to the hip-hop community, the human family and the planet.”

In order to raise even more awareness, Global Grind will ask its roster of celebrity bloggers featured on the site, ranging from the likes of Akon to John Legend to Ne-Yo, to post their thoughts and reactions to the commercial and the backlash against it. The Global Grind Celebrity Blogger initiative features a mix of celebrities and influencers within the hip-hop community who blog on a variety of topics including music, lifestyle, culture, politics and sports. It allows celebrities to stay in tune with their fan base through a media platform that is linked to media, artist and social networking sites, while allowing users to get fresh content from their favorite celebrities/personalities and opinion leaders.

“Some people say this commercial is about women loving themselves,” says Ingrid Newkirk, President and co-founder of PETA. “Well, you know what? There is no better way to love your body than to put vegetarian foods into it! Meat clogs all your organs, gives you extra fat that slows you down, and leads you to heart attack, diabetes, cancers of the colon and prostate, and much more ugliness. The time to discover how easy and energizing “going vegetarian” is now!”

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