PETA is targeting South America as the market for its latest campaign. The organization's spokesperson? None other than Lydia Guevara, granddaughter of Marxist leader Ernesto "Che" Guevara. In the organization's first-ever South American campaign for vegetarianism, the scantily clad Lydia, a vegetarian, wears nothing but bandoliers of baby carrots and a red beret, in a reference to her grandfather, a revolutionary who contributed to Fidel Castro's rise to leadership in Cuba.
"It very much evokes the tagline of the ad, which is 'Join the vegetarian revolution," said PETA representative Michael McGraw. "It's an homage of sorts to her late grandfather." What do you think of the campaign? Does it get your attention in the right way, or it is too racy and politically charged?