How is it that PETA, an organization so in love with adorable furry things, can be so good at shocking us? Like, you’d never expect to see animal-lover Betty White perform bestiality on behalf of the Los Angeles zoo, right?

But that’s kind of what PETA has done in this spot to promote veganism. Continuing its “Vegans make better lovers” campaign, PETA presents us with a battered young woman who seems to be stuck with an abusive boyfriend. But as we get further into the spot, we learn he’s just a new vegan dealing with the raw energy a meatless diet supposedly brings—which just happens to make him a wild (and dangerous) animal in the bedroom.

And PETA didn’t just stop with this spot—there’s a whole tongue-in-meatless-cheek website that goes with it: Living With BWVAKTBOOM (“Boyfriend Went Vegan and Knocked the Bottom out of Me”). The site includes “Tips for Playing it Safe (“sex proofing” your space, for instance), and “People’s Stories” (wild-sex “testimonials” from new vegans). To this we say: Nice branded content, PETA!

We have to say, PETA, we like the way you’re always able to grab our attention for a good cause. But why do you have to make us feel so…uncomfortable? Geez, at least next time, knock around the boyfriends instead!