The VP of policy for PETA writes about student involvement in the fight for animal rights.

It used to be that you had to get media corporations on your side to get worldwide attention. Not anymore. If the news about this year's Super Bowl commercials are any indicator, we may be moving into an age where virtual marketing may not only be cheaper, it's more effective as well.

By ads, I mean the ones that didn't make it to air, but are now floating around on the Internet for all to see.

Consider the latest PETA commercial, which NBC refused to let air during the Super Bowl because it "depicts a level of sexuality exceeding our standards", according to Victoria Morgan, NBC Universal's advertising standards executive.

PETA sought to make Janet Jackson’s wardrobe malfunction look G-rated with its proposed Superbowl commercial. In the end, the spot was rejected.