The animal rights group People for the Ethical Treatment of Animals claims the National Football League pressured the network airing the Super Bowl to reject its Colin Kaepernick-inspired ad.
PETA’s features several animals kneeling while the “The Star Spangled Banner” is hummed in the background.
The minute-long commercial, which was created to “challenge people to expand their concept of injustice to include humans’ injustice against other species,” is a nod to Kaepernick’s NFL protest against police brutality toward minorities.
Last month, PETA pitched the ad to Fox, the network airing Super Bowl LIV, TMZ reported.
The organization told TMZ that after an encouraging start, the process has stalled and Fox has not responded to the group’s followups.
According to PETA, its ad agency said the NFL had pressured Fox to reject the ad.
The NFL goes social justice
PETA’s accusation comes following the NFL’s introduction of an ad aimed at addressing social justice concerns as part of its Inspire Change initiative.
The 60-second commercial ran during the league’s conference championship games earlier in the month and will re-air during the Super Bowl on Sunday, Ad Age reported.
It features retired Baltimore Ravens player Anquan Boldin describing the death of his cousin Corey Jones, who was shot and killed in 2015 by a Florida police officer.
The Inspire Change commercial contains a reenactment of the shooting and reactions from Jones’ family.