Honestly, Peta’s ads make me so angry I could stamp on a kitten. While eating a Big Mac and wearing chinchilla. If this has offended you, then I should make clear that my tongue is very firmly in my cheek. Which, funnily enough, was precisely the excuse Peta’s associate director of campaigns and outreach proffered when confronted with the criticism that the organisation’s latest ad, Boyfriend went vegan, all but condones physical violence within a relationship. After all, if sex sells, hard sex sells harder, and the sort of sex that leaves you hospitalised sells hardest of all.