With a new album coming out on November 9, the experimental indie group Animal Collective has teamed up with PETA (People for the Ethical Treatment of Animals) for a separate endeavor. Known as a group of animal loving musicians (as if the name wasn’t enough), the partnership has been organized as a protest to the upcoming Canadian seal-hunting season, which begins six days after their new album is released.

The campaign, which features an ad with the band wearing white shirts adorned with an adorable seal illustration and a short, online video, is a blatant comment on the overly cruel practice of using spiked clubs to bludgeon and remove seals from their natural habitat. The video, which lasts nearly a minute and a half, explains the reasoning for the groups involvement in the campaign and explores band member Geologist’s (a.k.a. Brian Weitz) collegiate experiences studying biology and environmental policy. “We really like animals and seals, especially,” he says.

"We owe it to ourselves as a species and as stewards of this planet to say that some progress is to be expected.” Geologist goes on to counter the justification that the practice is traditional by stating that, “Slavery was a tradition, too.”

Another member of the group, Panda Bear (a.k.a. Noah Lennox), makes a point of commenting that there are numbers of “cruelty-free” clothing opportunities that don’t require a pre-laundering for blood before production.

Warning: The video concludes with raw footage of seal hunters using clubs to “hunt” seals in blood stained snow.