After finding out that tens of thousands of seals are killed for their fur in Canada’s annual seal slaughter, reality TV star Brody Jenner wanted to call attention to the massacre. Understanding the power of celebrity, the perfectly chiseled Bromance star lent his famous face to peta2’s “Save the Seals” ad series to help spread the word.

Brody—who got his start in reality TV with his own show, The Princes of Mailibu, and has since appeared on MTV’s The Hills and E! Entertainment Television’s Keeping Up With the Kardashians alongside his famous father, former Olympic champion Bruce Jenner—knows that there’s nothing sexy or glamorous about fur.

Brody Jenner’s ‘Save the Seals’ Ad for peta2

It’s time for the Canadian government to stop allowing sealers to massacre tens of thousands of baby seals for their fur.