PETA, aka People for the Ethical Treatment of Animals, is well known for their controversial and upsetting advertisements.

But this latest ad by Djawid Hakimyar might be their best yet as it doesn’t include scantily clad celebrities, gore, or anything else that could be considered even remotely controversial.

It just features adorable baby chicks, and the sad fact that billions of male chicks are literally thrown away as a waste product in the egg industry.

But they’re so fluffy and yellow!