American actor James Cromwell has collaborated with PETA to star in its Super Bowl 2018 campaign video, Redemption, in which he plays a priest who 'denies forgiveness to the man who invented the humane meat myth'.

PETA US Senior Vice President Lisa Lange commented 'Redemption highlights the plight of animals who are violently killed, and it encourages meat-eaters to forsake the "humane meat" myth, go vegan, and sin no more'.