NBC has rejected a television ad from the People for the Ethical Treatment of Animals for last Sunday’s Super Bowl broadcast.

NBC determined that the pro-veggie commercial "depicts a level of sexuality exceeding our standards," according to NBC Universal's advertising standards executive, Victoria Morgan. The ad, which carries the tag line "Studies Show Vegetarians Have Better Sex," shows lingerie-clad models getting "intimate" with vegetables. PETA responded that while its veggie have been "locked out" of the nation's biggest sporting event. “Ads for fried chicken and burgers are allowed, even though these foods make Americans fat, sick and boring in bed," PETA responded following the rejection.

NBC's pointed out that the Super Bowl is a prime-time audience that will include millions of children. A video clip of the ad on PETA’s Web site. In the end, the ban will give PETA plenty of promotional power and it will generate more publicity and online viewing.