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UPDATE: Matthew McConaughey Lends Voice to Beef Ads
Tuesday July 15, 2008

Matthew McConaughey
Matthew McConaughey visits the "Late Show with David Letterman" in New York city on February 4, 2008.
James Devaney/WireImage.com

Matthew McConaughey is taking his beefcake status to the next level with new radio spots for the National Cattleman's Beef Association.

(See Matthew's Top 10 shirtless moments.)

"You see those hickory smoke signals?" McConaughey, 38, asks in a silky, southern drawl. "That's a sure sign it's grilling season in the land of lean beef." (Click here to listen to the ad.)

The new dad concludes by saying, "beef, it's what's for dinner."

"We are certain once consumers hear it, they will recognize the new voice for its endearing quality and it will reinforce their passion for beef and the protein body benefits it provides," Meghan Pusey, spokeswoman for National Cattlemen's Beef Association tells Usmagazine.com.

But PETA isn't so enthusiastic about the campaign.

"We've always known you to be a compassionate person who cares about animals and our planet, and since the beef industry is one of the most violent and environmentally destructive industries around, we're sure that there are a few things you may simply not know," Lisa Lange, Senior Vice President of PETA wrote to McConaughey.

"We're sure that you'd run screaming from any future offer from the meat industry if you took one look at the cows hung up by one leg, thrashing in pain and fear before having their throats slit, all of this taking place in front of other animals," Lange wrote. "Please consider joining us on a visit to a slaughterhouse. The beef industry isn't publicizing what goes on behind the scenes, but we think people should know."

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