In a disturbing new PETA ad, vegan pop star Dawn Richard (aka D△WN), of Danity Kane and Diddy-Dirty Money fame appears to be crawling away from an unseen assailant, while hands rip a large chunk of skin away from her nude buttocks.

“Leather is a rip-off” screams the text. “That leather jacket or upholstery was someone’s skin.”

Ouch. And OH MY.

What do you think? Effective? or TOO MUCH, PETA!

Watch the making of video below.