Animal welfare movement Peta has released a brutal video in which a woman is assaulted and her jumper stolen to raise awareness of the treatment of sheep in a shearing shed.
Utilising shock advertising, the brutal footage shows a scene where a woman is beaten unconscious then fading into real clips of sheep abuse in a crass comparison of both acts.
Accompanying the video, Peta said: “This scene is eerily reminiscent of what takes place every day in sheep-shearing sheds around the world.
“PETA's international exposés of shearing sheds and ranches in Australia, South America, and the U.S. have revealed that workers punch, throw, and severely mutilate sheep in shearing sheds, behaviour that is normal in the industry, as workers are typically paid by volume rather than by the hour, encouraging rough work with little regard for the animals' welfare."
Peta has a history released hard-hitting videos with it most recently in November airing an ad condemning a lack of transparency in the leather industry.