With every Super Bowl comes a litany of new movie and TV show trailers, aiming to use the biggest sporting event of the year to plug the upcoming series or film.
Naturally, it brought excitement from people the world over, eager to get a look at their favourite piece of entertainment.
But it seems as though one trailer or teaser pissed off one group: PETA aka People for the Ethical Treatment of Animals.
And the issue was with Toy Story 4 of all movies.
Posting on it's Facebook page, the animal rights and welfare organisation wrote: "ICYMI: Toy Story 4 gave Bo Peep a 'modern' update. Here's why her look is still problematic.
"Bo Peep's look in Toy Story 4 is updated, but her shepherd's crook still promotes exploiting gentle sheep for their wool. This has no place in Bo Peep's 'modern' look Pixar!"
You might think the statement would attract 'Hear, Hears' from PETA's near five million followers. Well, you'd be wrong. Many have come out and told the group to chill out and even claimed they were hypocritical.
"For the love of sweet Jesus PETA. You make us look bad," wrote one person.
Another added: "Really? Woody is wearing a cow vest and you are not all over him, are you?... Anyway this is too much PETA."
A third disgruntled follower said: "We cannot help animals if people don't take us seriously, PETA. Irrational, throwaway posts like this effectively discourage any productive discussion towards (what is supposed to be) the goal of helping animals."
But this wasn't the only vegan/animal related ad during the Super Bowl that attracted criticism from PETA.
A Hyundai advertisement showed how buying a car can be one of the most annoying things on the planet. The company said it's similar to getting a root canal, doing jury duty, teaching your teenage son about sex and having a vegan dinner party.
Bizarrely, it starred Jason Bateman, too. Even his cheery mug couldn't stop people getting bent out of shape about it.
Naturally, even though the advert was supposed to be funny, a lot of people are offended. After all, nobody likes having their life choices mocked by a car company, right?
When Hyundai shared the advert in a tweet that said: "What's worse than shopping for a car? Watch this."
PETA responded by saying: "ICYMI: The trend of 2019 is taking the elevator UP to vegan dinner parties (and an Earth, heart, & animal-friendly lifestyle). Instead of buying a car from people with outdated ideas, we suggest a vegan Smartcar by Mercedes. Great mileage & acceleration, turns on a dime."
Featured Image Credit: Pixar