A Tv commercial for People for the Ethical Treatment of Animals (Peta) featuring a drowning Joaquin Phoenix was aired on U.S. Tv directly after the Oscars on Sunday night (24Feb13). The ad, in which the actor is shown panicking and struggling to breathe underwater to highlight the horror of a fish's death, was banned from broadcast during the telecast, but it did appear during comedian Jimmy Kimmel's post-Oscars Tv special. The commercial was filmed as part of a campaign to prompt more meat-eaters to go vegetarian.