The Physicians Committee for Responsible Medicine (PCRM) is airing a commercial Thursday, September 16, in Washington, DC, that targets McDonald’s. The commercial features a deceased man holding a half-eaten hamburger, and ends with McDonald’s golden arches on his feet and the words “I was lovin’ it.” An announcer then says, “High cholesterol, high blood pressure, heart disease. Tonight, make it vegetarian.” Washington, DC, has the second highest rate of heart disease in the nation and more fast-food restaurants than eight other cities of similar size. PCRM plans to urge DC Mayor Adrian Fenty to set a moratorium on new fast-food restaurants. PCRM—which recently launched the Kickstart iPhone app in an effort to facilitate users’ transition to a vegan diet—is also considering airing the commercial in cities such as Chicago, Los Angeles, and Detroit.