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Che Guevara's Granddaughter Shows Skin For PETA Campaign

Che Guevara's Granddaughter Shows Skin For PETA Campaign

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?


staple-salad staple-salad 8 years
First of all, I'm all for animal rights, but I hate PETA with a passion (the hypocrisy, corruption and fact that they set animal rights back with every move they make being the main reasons). I don't really like the idea of this campaign. Mixing politics and vegetarianism? Exploiting a national figure?
shoneyjoe shoneyjoe 8 years
Why is she so orange?
wunami wunami 8 years
Man, I really dislike PETA. Also, those don't look like baby carrots. Baby carrots would probably only barely be visible outside of the belt.
AmberHoney AmberHoney 8 years
It just makes me wanna eat a kangaroo burger!
kia kia 8 years
I should clarify that folks in the US outside of Miami. In the few years I lived there I was hyper-aware of Cuban issues and the power of Che. When I would talk to folks on the phone they had no idea what issues I was speaking about. Now that I am a couple of time zones away, crickets... It will be interesting to see how S. America reacts.
Phil Phil 8 years
As far as attaching a positive movement to a highly recognizable, still influential cultural figure--who, I assume, is viewed favorably in South America--, I think it's is a good move for PETA.
lillis lillis 8 years
i think it's a really cool ad which will get the attention of a lot of people, especially in south america which is the target for this campaign, and i don't see it as a bad thing to raise peoples' awareness about vegetarianism.
syako syako 8 years
...well then that's just sad (i.e. people outside of Miami not even knowing). This is why history tends to repeat itself, because people are too lazy to learn from past mistakes.
kia kia 8 years
Most folks outside of Miami prolly don't care or think that it is politically charged in any way. I just shrug but not because of this campaign, I am just not a fan of PETA. And I have gone back to a vegetarian lifestyle recently.
syako syako 8 years
smacks, they just buy what looks cool at Urban outfitters...
Smacks83 Smacks83 8 years
I really don't think most people know a lot about Che, or maybe they wouldn't idolize him to such extremes. Its really sad how many times I asked people about the person's picture on their shirt/hat/bag/other materialistic nonsense and they don't know anything about him other than he was a revolutionary (ask them with revolution and they give you blank stares). Personally I think she is just milking her heritage/family name, which doesn't quite sit right with me. Che wasn't even for these types of glossy marketing campaigns.
syako syako 8 years
rise to leadership? tyranny?
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