6:06PM, Jan 11, 2005
He's made his name being a brutally nasty chap - but in his latest move, Simon Cowell proves that actually he's a big softie at heart.
The X Factor judge has joined the celeb anti-fur posse by posing for a Peta poster.
Smiling in an uncomfortably genuine style, Simon is pictured hugging a dog with the quote: "If you wouldn't wear your dog, please don't wear fur."
The 45-year-old music man follows in the footsteps of actors Joaquin Phoenix and Charlize Theron, as well as Pink, who have all appeared in adverts against fur-wearing.
A spokeswoman for Peta (People for the Ethical Treatment of Animals) said: "We're thrilled to have Simon on board and this advert brings home the reality that while people very often love to have their dogs and cats around, the fur trade means animals have been cruelly trapped or beaten to death."
The poster of Simon-with-dog will appear both in the US and in Britain.
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