Mike ‘The Situation’ Sorrentino unveiled his campaign against promiscuity in Times Square last Thursday. But not against his own promiscuity. His ad, filmed for People for the Ethical Treatment of Animals (PETA) has shown yet again that, although his show has been cancelled, he can still find a platform to fool of himself on a regular basis.

The video shows the Jersey Shore star flexing his overly tanned biceps and famously ripped abs in a photo shoot, surrounded by what are supposed to be feral and homeless cats. (Let us note that if they really were feral cats, The Situation would probably have a lot more diseases than he already does now.)

While Mike explains the importance of spaying or neutering pets to prevent shelter overpopulation, he also pouts, shirtless, to the camera, hat backwards and sneakers blindingly white. And the best part of it all is the catchy slogan PETA came up with for this notorious lothario: ‘Too Much Pu**y Can Be A Bad Thing.’

Disgusting though it may seem, The Situation’s controversial ad is only the latest in a series of PETA campaigns that harness the powers of nudity, shock, and violence to make a splash. The organization uses sensational advertisements like this to get media attention—celebrities (Eva Mendes, Alicia Silverstone), porn stars (Ron Jeremy, Jenna Jameson), and countless volunteers have all stripped down for the animal rights organization. And some of their more dramatic demonstrations have included naked women in cages, women wrapped up like grocery meat, and lots and lots of fake blood.

There are benefits to this kind of marketing—intensely visual, graphic, and eye-catching publicity calls attention to PETA’s cause—which is usually a good one. And maybe that’s the only way to get people to care about not wearing fur or going vegan. But at the same time, it gives the activists something of an unreliable, crazy-cat-lady reputation—they risk seeming more like attention hogs than intelligent activists.

So while it’s laughably ironic to see a member of the Jersey Shore cast promoting safe sex, the campaign ultimately reveals PETA’s desperation to do anything to get a little attention—even if that means cozying up a man who once gave himself a concussion by slamming his head against a concrete wall.

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