TV ad: PETA (People for the Ethical Treatment of Animals): Don’t Take My Cheese

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Twenty-five years after her Emmy Award–winning role as Carmela Soprano in The Sopranos, Edie Falco is taking on a seedy, violent underworld again—this time in PETA’s 2024 Super Bowl ad that shows her back in the family’s kitchen making pizza when a couple of shady characters burst in and take her cheese away, prompting her to weep for its return. As she desperately chases after their getaway truck, the surreal comedic scene suddenly cuts to somber footage of a mother cow chasing after a truck as it carries away her calf—real life, standard practice on dairy farms, which remove newborn calves from their mothers so that the milk meant to nourish them can be sold for human consumption instead. The text reads, “Cheese isn’t your baby. But it robs a mother of hers. Go vegan.”