We’re sure it’s only a matter of time before PETA catches wind of this little stunt and seizes the opportunity to preach about the rights of flies (much the way they did when the president killed one). And however they respond will likely make us all roll our eyes, but still this seems a tad cruel and unusual, even for Germans.

Publishing house Eichborn released 200 flies with mini-banners on them several weeks ago at the Frankfurt book fair. Ad agency Jung von Matt/Nectar says the mini-banners were designed “so that the fly could fly with it, but low and for short distances, constantly landing on visitors.”

Okay, thoughts:

1. Um, ew.

2. How did they sedate the flies?

3. Whose job was it to tack 200 banners onto groggy flies’ legs?

4. Why would you want to associate your brand with a disease-carrying insect?

The firm claims the banners were attached with wax, and that after awhile they fell off and the flies escaped unharmed.

Except for, y’know, um, the ones that got swatted by all the grossed-out convention-goers.

Via Agency Spy.