Think ‘Peta ad’ and you tend to expect some unpleasant, probably gory, imagery. But it’s made a couple of cute Christmas animations in recent times.

Its new ad continues that theme – though it certainly contains an unpleasant image: a cartoon poo struggling to exit a sweaty man’s bum. “Change your diet, dude,” it urges.

Before you’ve had time to process this, the man’s toilet roll starts singing to him. “Being vegan is good shit,” it goes, before outlining the digestive benefits of a plant-based diet in a hallucinatory anime style. Veggies high-five, poos dance and toilets race beneath a giant bum rainbow. It’s really quite something.

The ad’s style seems to target young folk – a mismatch with the older crowd you might expect to face constipation. But the earworm song will stick with all ages.

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