Myq Kaplan of Comedy Central, The Tonight Show, and Letterman fame has narrated a thought-provoking new video for a coalition of animal advocacy groups including Farm Forward to combat false advertising by massive meat, egg, and dairy companies. Watch the video—then join the movement to end humanewashing!

The newly-formed coalition’s first initiative is a satire of traditional commercials called “Don’t Look,” revealing marked discrepancies between industry claims and actual practices known as “humanewashing.” In the video, Kaplan plays the persona of many food conglomerates, taking viewers through the various psychological tactics and framing used to convince consumers to purchase factory-farmed animal products. In just over one minute, the video breaks down the imagery, language, tone, and tempo common to mainstream advertisements, and juxtaposes them with undercover footage, concluding with a call to action.

While the most basic humanewashing tactics take the form of "all-natural" or "free-range" labels, even independent welfare certifications have become embroiled in the dirty business of humanewashing. The reality is that the certified 'better' meat dominating grocery shelves is still cruel and overwhelmingly derived from genetically modified, unhealthy animals.

Take action: After watching the new video, sign up to join the movement against the dirty business of humanewashing!