PETA unleashes muscle power in new campaign featuring Danny Cipriani

Long known for its use of flesh-baring celebrities to help promote new campaigns, animal rights charity People for the Ethical Treatment of Animals (PETA) has now recruited its first ever rugby player to spread its anti-fur message.

The ad shows Danny Cipriani, rugby union player and on-off boyfriend of glamour model Kelly Brook, proudly bearing his pretty impressive abs and tattoos to the world, next to the slogan “Ink, Not Mink”. A second caption below reads “Fur looks good only on its original owner. Be comfortable in your own skin, and let animals keep theirs”.

The Sale Sharks star commented: “The rugby pitch is known for being a tough environment, but it’s nothing compared to what some animals go through when being hunted for their fur.

“I’m proud to be helping PETA raise awareness of how to help these animals – all you have to do is not wear them!”

Supported by hundreds of celebrities in its time, including famous shoots with Khloe Kardashian and Pamela Anderson, PETA’s use of scantily dressed celebs usually ensures its message is spread far and wide around the internet, and Cipriani’s latest near-naked endorsement should prove no different. We like their strategy!