I dig PETA and Physicians Committee for Responsible Medicine, Farm Sanctuary, and Compassion Over Killing, and Earth Save (damn awesome).
The people they use in their ads have consented to being objectified, whereas the animals they fight for don't have any voice at all except theirs -- being the loudest and the most funded of the AR groups. They get the work done and have a powerful membership base behind them.
I don't think they are preaching to the choir with their more outlandish things, I thinks it's to get people to look. You have to remember this is corpse eating, reality tv watching, lowest common denominator, go to war on a lie, spend more money on junk food. etc.,....U-S-A
Their ad in Progressive Magazine was very appropriate for the audience who reads that mag. They target the demographic and advertise to them. It's all about getting people to look, whether it's PC or not.
So many people have seen "Meet Your Meat" and they have stopped the corpse food. Their literature is great too.