The ad is a spoof of a PSA about a fictional syndrome called WVAKTBOOM, or, "Boyfriend Went Vegan and Knocked the Bottom out of Me… a painful condition that occurs when boyfriends go Vegan and can suddenly bring it like a tantric porn star."
The advert shows a woman wearing a neck brace trudging painfully back from shops. Under her parka coat she appears to have forgotten her skirt.
Back at home her sprightly, newly vegan boyfriend, wearing only his tighty whiteys, is fixing a hole in the wall, another casualty of last night's sextravaganza, a flashback hints.
"Are you feeling better," he asks, as she undresses, and lobs the celery at him, hard.
Critics have been quick to accuse PETA of joking about domestic violence or implying that good sex should be rough enough to warrant medical care.
"Cannot find the humor in this at all! I worked with Domestic Violence for 4 years…this ad is not amusing" the Daily Mail quoted Mum LaCroix as commenting on the PETA website.
"I think its sad that you equate good sex with painful, violent sex, I guess your trying to be sarcastic?" James Jewell wrote.
A spokesman commented on the "playful" ad.
"The piece is tongue-in-cheek. People who watch the ad all the way through see the woman has a mischievous smile. She's happy to go back with him. It's playful," he told.
However, the advert could be considered particularly offensive in the light of shocking pro-domestic violence tweets posted by teens during Chris Brown's Grammys performance last Sunday.
This is not the first time the extremist group have courted controversy with shock tactics.
Last year PETA suggested those who swim or fish in waters containing sharks are attacked or killed as "payback".
The poster showed a shark eating a severed human leg and the blood-stained slogan "Payback is Hell".
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