Arch Enemy’s Alissa White-Gluz Becomes Entangled ‘Mermaid’ in Pro-Fish Ad

Ensnared in a fishing net and swishing a mermaid tail that matches her signature sea-blue hair, Arch Enemy vocalist Alissa White-Gluz is putting herself in the place of aquatic animals in a new PETA ad being launched in time for Lent. It’s a reminder that fish are not swimming potatoes – they’re living, feeling individuals who deserve to be left off our plates all 40 days and beyond.

“The first thing that people are ready to … disregard as living animals are sea creatures. We’re … invading a completely different environment and just destroying all the inhabitants in it …. That’s something less talked about, but it should really be talked about, especially when you look at the statistics that say that our oceans will be dead 20 years from now.”
– Alissa White-Gluz

Friends, Not Food

Fish feel pain, share knowledge, and have long memories and even cultural traditions. Some woo potential partners by creating intricate works of art in the sand on the ocean floor.

Sea of Cruelty

More fish are killed for food each year than all other animals combined.

Fishers toss these sensitive animals into piles on deck, where they slowly asphyxiate or are crushed to death – a horribly cruel and drawn-out way for anyone to die. Scientists estimate that it can take up to 15 minutes before they lose consciousness.

Their gills may be cut or throats and stomachs slit while they’re still conscious on decks awash with blood and guts.

In addition, 34 million tonnes of other aquatic animals are unintentionally caught each year as the industry aims to satisfy consumers’ demand for “seafood”.

But White-Gluz points out that this suffering can be prevented if everyone goes vegan, as she did over 20 years ago. Each person who follows her lead can expect to spare nearly 200 animals each year and, as she notes, help tackle the cruel meat, egg, and dairy industries.

“By making that simple choice, we actually could reverse this damage.”
– Alissa White-Gluz

Celebs Speaking Out for Fish

White-Gluz joins a long list of musicians – including her boyfriend, Doyle Wolfgang von Frankenstein, as well as Cristina Scabbia, Dave Navarro, Ozzy Osbourne, Davey Havok, and Iggy Pop – who have teamed up with PETA to promote kindness to animals.